Tag Archives: web 2.0 marketing tip

If the Pope can 2.0, so can you



Think your company is too top-down, too conservative or too traditional to get involved in social media? Think again.

You’re never too anything to get involved in the conversation.

Seriously, if the Pope can do it, so can you. On the Pope’s new web site (http://pope2you.net), visitors can connect with other followers using his Facebook application, wiki, iPhone app and even the Vatican’s YouTube channel.

Get out there and answer the social phone, because your customers are talking about you whether you like it or not.

(Thanks to Workplace Learning Today for bringing it to our attention.)

E-mail still rules the Internet roost

Research shows that e-mail should not be taking a back seat to other forms of media, even with the rise of Web 2.0 communications. According to a survey from Mediamark Research and Intelligence, e-mail remains the most popular online activity for adults.

Almost three-quarters (74.2%) of all U.S. adults use email, up 5.2% from the fall of 2007.

Other key findings:

  • 46% of respondents obtain news online
  • 37.2% made an online purchase for personal use
  • 11.4% made an online purchase for business use
  • 28.3% obtained financial information online

When asked the question, “Is e-mail marketing becoming less important with the rise of Web 2.0 communications?” Ryan Deutsch of StrongMail Systems, in a BtoB Magazine article, responded with this:

Absolutely, positively, not. Now, please keep in mind that I am an e-mail marketer and not a purveyor of social networks, but I feel it is safe to say that as people flock to social networks—blogs, wikis and other Web-based communities—they rely heavily on the e-mail channel to keep them connected to other like-minded members. In fact, as businesspeople and consumers interact with greater frequency via multifaceted Web 2.0 channels, they’re going to expect all their other, legacy communications to follow suit.

E-mail plays a strong role in the success of Web 2.0. When people can’t be logged into their online communities, they use e-mail to stay connected and engaged in their communities.

The takeaway: Even though you may be focusing more on Web 2.0, don’t forget about the power of e-mail.

Learning from the biggest mistakes in social media history

It’s true, even the most talented social media guru has made a mistake or two in the Web 2.0 world. Don’t feel bad if you think you don’t know what you’re doing every time you take part in social media, because even the most experienced have made their fair share of social networking blunders.

Thankfully, David Spark at Mashable compiled a full list of some “all star errors in judgment from some social media all stars,” for all of us to learn from. Here are just three of the biggest social media blunders in history:

Responding to all negative comments. Staying on top of what people are saying about you in social media is a good practice, but don’t lose too much sleep over the negative comments. From Spark’s personal experience, “I wasted a lot of time putting far too much effort into defending myself to these anonymous naysayers than they put into attacking me.”

Don’t engage with people who only push their own initiative. Personal and corporate agendas have a way of taking over online communications. Ross Mayfield from SocialText, first ignored these self promoters, but has now realized that they’re only trying to create an association with you and your business. “You really want to engage with every conversation that relates with your brand,” Mayfield advised, “Even if you don’t want to necessarily draw attention to the existence of a competitor.”

Assuming what your customers want without talking to them. Deb Schultz, social media strategist for P&G, made the mistake of assuming their audience wanted a site full of features and functionality. She now admits that she should have spent more time talking with customers instead of adding more content to the site.

Read the Mashable article for the full list of social media mistakes and take a note from the Web 2.0 history books on how to avoid these blunders in your own endeavors.

Web 2.0: It’s right, even if you’re doing it wrong

I came across some great Web 2.0 advice today from Mark Willaman at the HRmarketer Blog in a post titled “Web 2.0. Do Something. Even if it is Wrong!

The title alone is enough advice, but Willaman goes on to explain that sitting around talking about “stuff” is a waste of time and more businesses need to focus on “execution” in order to get things done. The idea being especially true for business and social media.

“Many human resource suppliers are sitting around trying to figure out how to use Web 2.0 features. They talk about it a lot but don’t do anything.”

When businesses think about starting a blog, they generally focus on questions rather than how Web 2.0 tools could help their business and end up getting nothing done. He’s been telling one client they should start a blog:

“They would be perfect for it and I’m convinced the blog would pay enormous dividends for them by bringing increased traffic to their site, engaging customers, etc. But they are worried about the time it may take to make posts, who would make postings, if the postings would hurt the brand, etc. So they do nothing.”

Not understanding the technology is not an excuse. Look around your organization, there will be someone who is familiar with social media. Ask the twenty-something new employee or the guy in the creative department, there’s sure to be someone who knows what to do.

Willaman advises readers to start reading up on the subject if you’re feeling worried. Even if you’re not worried, but everyone else at your company is, he points out a great book with ideas on how to get your business started in social media.

So, whether it’s right or wrong, get up and do something. Start a blog, a wiki, Tweet and make some Facebook friends. Whatever you do in the Web 2.0 world, as long as your “doing” not just talking about it, can only help.

Promote content, generate buzz with Yahoo Buzz!

Yahoo Buzz!

Yahoo Buzz!

Six months ago Yahoo launched Buzz!, what some call a Digg “clone,” on their homepage. Originally there were only 100 publishers posting content to the site, but Yahoo has opened the doors to everyone.

Now, anyone with “buzzable” news can submit articles and posts to the site. The Buzz community then votes on submissions, posts with the most votes are pushed to the top of the ranking boards.

While Yahoo ranks second under Google, their front page still welcomes an average of 90 million U.S. visitors a month.

The network is new, still in beta, but has potential. If you already submit content to sites like Digg, reddit or Propeller, you may want to add Yahoo Buzz to your list of article submission sites.

For a review on how to use article submission sites like Digg and Buzz! to increase website or blog traffic review some tips from Problogger.

Don’t run a social media campaign

Run a social media marathon.

When marketers think in terms of a campaign, they usually think: beginning, middle and end. Venturing into the world of social media with a “campaign” mentality may land you in some dangerous marketing territory, according to Paul Dunay at Marketing for Technology.

“There is no overnight success when it comes to social media. Sure, we all are reading about some superb viral results out there, but they are the exception, not the rule. And to say you can systematically achieve those results for your clients (either internal or external) is not accurate,” according to Dunay.

Whether you’ve started a blog, online community, webinar or podcast series, it will take time to mature. Marketers must be prepared to stick with their social media endeavors and be prepared to contribute a lot of content.

“The average age of the top 100 blogs listed at Technorati is 33.8 months,” according to Darren Rowse and Chris Garret authors of the Problogger book and blog.

That’s not to say that marketers should forget about a strategy when it comes to social media. The authors of Groundswell created a four-step approach to social media strategy called POST (People, Objectives, Strategy and Technology) that can get you off to a good start.

Just because it may not be traditional, doesn’t mean it shouldn’t have a strategy.

“In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It’s time to stop doing social because it’s cool. It’s time to start doing it because it’s effective.”

Web 2.0 marketing tip: Get to the point

Twitpitch – your company’s story in 140 characters (roughly 20 words) or less.

The term was created earlier this year, when social media pioneer Stowe Boyd, decided to only accept his Web 2.0 Expo appointments via Twitter. Companies were forced to fit their company’s story into a short “Twitpitch.”

In order to make things simple for me, I am hereby posting a schedule of the times that I will make available for meetings with companies at the Web 2.0 Expo, and I am not going to accept email-based proposals to meet, only Twitpitches.

Note also, in a twitterized style of business, I am only allotting 30 or 40 minutes for meetings. Let’s get down to it people. Cut to the chase. If I fall in love with it, I will be the first to ask for a follow up.

Small companies everywhere can learn a lesson from this interesting social media experiment – get to the point. In this age of information overload, less is more. People don’t have the time to sit and wait for your main point to come around, they want you to tell them now, and it better be quick, or they’re outta here.