chrisbrogan.com - Latest Comments in Workflow- Social Media for Marketers

Re: Workflow- Social Media for Marketers

Md shahed hossain — Wed, 23 Nov 2011 20:22:57 -0000

I usually dont post in Blogs but your blog forced me to, amazing work.. beautiful.
Tarzana wisdom teeth

Re: Workflow- Social Media for Marketers

Bronson — Sat, 15 Oct 2011 01:48:57 -0000

Although this post id dated 2008, this is still a fantastically simple and effective approach.

All too often social media managers are asked to build, maintain and integrate every channel under the sun and spam them in the name of social promotion.

This approach is simple and only focuses on a few small channels, but works wonderfully well which is proof yet again that it's better to pick one or two channels and use them well than have a million and use them badly.

I know I'm going to be asking a few folks to come and read this one.

Re: Workflow- Social Media for Marketers

youtube downloader — Wed, 08 Dec 2010 05:40:34 -0000

Great post, Chris! I think you nailed it.

Re: Workflow- Social Media for Marketers

Sikiş izle — Thu, 15 Apr 2010 20:27:13 -0000

thanks chris

Re: Workflow- Social Media for Marketers

ManoByte — Wed, 24 Sep 2008 08:07:24 -0000

Hey Chris,

I put together a plan for a client in the Hotel Industry that outlined the steps of Listen, Share, Lead. Nothing big or flashy and they thought it was "fluff". Maybe you, me, and countless other do not understand Social Media Marketing.(Not)

Re: Workflow- Social Media for Marketers

Kat Ramirez — Mon, 01 Sep 2008 20:33:40 -0000

Hi Chris,

I am new follower/fan of your posts and tweets. As a marketer by day, this story reinforces how critical it is for us to REALLY understand what kind of conversations are happening with, around and about our clients. We all talk about metrics, optimization,etc. The reality is that to truly deliver ROI, we need to understand the consumer/customer perspective. Thanks for a good article.

Re: Workflow- Social Media for Marketers

Stephen Hopson — Sun, 31 Aug 2008 08:31:18 -0000

While I'm not a marketer persey, I really enjoyed reading this fictious story of Yolanda whose job is to use different social media methods to help draw attention to the hotel she works for. Very interesting.

It sounded very realistic - I didn't see anything out of the ordinary or unrealistic. You did a very good job painting a picture of how powerful social media tools can be, especially Twitter. I hadn't heard of Yelp until now. Going to look at it.

We need to give good companies a big SHOUT while letting others know about those that treat customers shabbily, thinking they can get away with it.

Re: Workflow- Social Media for Marketers

Dave Lutz — Fri, 29 Aug 2008 16:22:14 -0000

Chris, I've been lurking for a month or two trying to take in all I can on Social Networking. Love your posts! Since you chose to write about hotels, I had to jump in. Here are a couple thoughts:

1) Yolanda's hotel better offer free WiFi or the bloggers/techies she's pursuing are going to slam her even after giving them a free meeting room.

2) In the hotel and travel space, sites like Trip Advisor have become very trusted. Some hotels are just catching on to the importance of listening and responding to negative posts on trusted mediums like this. Hardly any are encouraging happy guests to share their comments and pictures on mediums Trip Advisor like sites. If I were Yolanda, I'd come up with a little card for front desk workers to give to happy customers with simple instructions on how to share their experience on Trip Advisor.

Re: Workflow- Social Media for Marketers

TatianaT — Fri, 29 Aug 2008 15:46:55 -0000

Great post, Chris! I think you nailed it.
I’ve got a couple of additions:

Yolanda is getting ready to launch a microsite targeting tech professionals. The site will provide information about upcoming tech conferences and events as well as places to visit or dine at in Boston. The site will have a ‘tech events’ blog, image gallery and video library. Yolanda’s hotels are barely mentioned on the microsite – Yolanda is focusing on building relationships with potential customers by helping them connect with one another and facilitating conversations.

On the day the microsite is launched, Yolanda sends out a SEO press release that encourages tech professionals to visit the site and subscribe to the ‘tech events’ blog’s RSS feed.

Re: Workflow- Social Media for Marketers

sacha — Fri, 29 Aug 2008 14:20:35 -0000

Great post Chris,
You say you're not a marketer but you're entitled to apply! Believe me, I work in a ad agency (so I am a marketer). A client of mine runs a chain of hotels in Quebec. Be sure I'll forward her your post. it will help her become the next real world Yolanda.SD

Re: Workflow- Social Media for Marketers

Ginger Kenney — Fri, 29 Aug 2008 13:23:20 -0000

This is a great post Chris. I have been dabbling in social media for my company trying to decide what the most effective ways are to introduce the company and products to a larger audience. We have a Facebook page and a Twitter page and three of us are on both sites personally. Because one of our major products is used by education and health professionals, "The Listening Program," our approach to date has been pretty conservative: announcing trainings, our International Conference, etc. Now we have a new brain training product that can be used by anyone, and we have to determine the best way to introduce that to a larger audience that could benefit from it. I also handle our wholesale accounts so cannot devote full time to social media, but still hope to find the most effective ways to use it.

Re: Workflow- Social Media for Marketers

Cheryl Allin — Fri, 29 Aug 2008 09:44:03 -0000

Wow, when you're good you're really good! This is a fantastic post - easy to grasp for even a newbie.

Re: Workflow- Social Media for Marketers

Ben Roberts — Fri, 29 Aug 2008 09:27:38 -0000

I think this is great. It can be overwhelming to try and tackle the social networking game. Do you have any good tools so I can really understand google reader and use it myself to follow the North Texas art scene, can it be that specific?

Ben

Re: Workflow- Social Media for Marketers

Aimee — Fri, 29 Aug 2008 09:15:20 -0000

Chris,

This is a fantastic post. I just saw your link on a new friend's profile on facebook and decided to check it out. I am working up in Toronto at a small bouitique marketing agency and we are starting to build social communities for clients and all of the examples you have given on how to connect with different networks has really opened my eyes to all of the different options you can explore. Since I am relatively new to this, I only knew of a few ways of getting people engaged. Now it's like I have seen the light.

Thanks Chris. I cant wait until your next post!

Aimee
http://www.walkthetalkers.com

Re: Workflow- Social Media for Marketers

chrisbrogan — Fri, 29 Aug 2008 08:20:52 -0000

@Barb - I think there are ways to slice the role among your team. To your point, it's not easy if you're out there doing face to face work all the time, and I think that's very important work (humans trump machines).

I'm loving what people are saying. The ideas you come up with are far more interesting than the original post alone. Thank you!

Re: Workflow- Social Media for Marketers

buzzoodle — Fri, 29 Aug 2008 07:48:36 -0000

I am surprised no one mentioned Google Analytics on her website.

She would check the stats in the morning and evening before leaving and see if there is a bump of traffic coming from an sources. She would also analyze why some of her efforts seem to hit a cord and generate traffic while others do not.

She would use the tool to measure and improve her results.

Re: Workflow- Social Media for Marketers

Nicole DeRuiter — Fri, 29 Aug 2008 00:48:37 -0000

Looks fantastic! Lucky boutique company being able to support a person on staff doing 100% social media work. Most companies (even at the Fortune 100 level to which I contract) are still farming it out. I'm crossing my fingers for the day when this isn't a social media marketer, but part of the day of the traditional PR or marketing person. :)

Thanks for getting the wheels turning, as usual.

Re: Workflow- Social Media for Marketers

Barb Chamberlain — Fri, 29 Aug 2008 00:46:39 -0000

Outstanding post--as always, great information.

If you could do another cut at this, I'd advocate for looking at what Yolanda set up first, what she added next, and so forth--how she built the program strategically. I'm not going to be able to do everything on day one.

Seeking_Balance is the one who nailed my context: I'd love to have someone who had social media as the primary focus of time.

We're not engaged in it yet for my particular campus (one of 4 in a statewide system) because I'd have to squeeze it in around everything else that hasn't gone away: actual print publications, news releases, marketing pieces, web content, on & on.

My own time goes heavily toward community relations activities that require extensive time in meetings & at events--aka real-time social networks. That limits my ability to do frequent checks or updates, although I confess to doing plenty of email on my phone in some of these meetings.....

I have a really small team, so we can share but there will be days when we're all slammed and nobody posts, at least in the early days until we evolve in a way that dumps projects.

I'm in some spaces as an individual to get a feeling for how appropriate they are for us as a specialty campus (graduate/professional, heavy on research), given our communication priorities and target audiences. Plenty of the influencers I need to reach are still not even on LinkedIn, let alone being tweeted at or updating their Facebook pages.

Anyone else in higher ed reading this? What are you doing?
--barb
www.linkedin.com/in/barbcha...

Re: Workflow- Social Media for Marketers

Crustyadventures — Fri, 29 Aug 2008 00:20:39 -0000

Ah, what a sense of relief to read this. I'm the Community Manager for a travel services company and have been figuring out for the past 3 1/2 years exactly what that might mean. (Don't get me wrong... I love living in the grey areas between job-in-a-box and tech-innovation)

My days are beginning to look a lot like Yolandas, but additionally I'm responsible to design, develop and manage our own Travel blog software, write editorial for in-house blogs, deliver website production enhancements that help develop community features and also run our online CSR program (which heavily engages our community/customers.

Right now, we're trying to write up a Customer Engagement strategy paper to help set direction for all the Social Media activities we've begun... they've often started in a random fashion, and whilst we can see the value, we'd like to think they're contributing to some bigger, well planned business goals.

The hardest thing to figure out is measurement and what is meaningful. At the moment, I have a spreadsheet with a bunch of numbers (Twitter mentions, Technorati, survey results etc). I'm just hanging in (without judgment) for a few months to see what patterns emerge.
Chris - if you ever come across a sample report for Community/Social Media marketing activities, I'd looooove to see it?!

Re: Workflow- Social Media for Marketers

john blue — Thu, 28 Aug 2008 22:24:37 -0000

I like the story I can visualize, this also removes the focus on the technology iself and on the use in a setting many can relate to.

Re: Workflow- Social Media for Marketers

Jason Gallic — Thu, 28 Aug 2008 19:56:27 -0000

Tidy and certainly realistic, Chris.

I especially appreciate the succinct nature of the way you describe Yolanda's day. Some of social media marketing folks I know spend so much of their time trying too hard -- and trying to pack in too much. It occasionally comes across like flailing.

There is much to be said for working smarter in the social media space -- and being intentional with action items.

Re: Workflow- Social Media for Marketers

Sachin Shah — Thu, 28 Aug 2008 13:55:29 -0000

One thing to look at is the opportunity cost of the social networking. What traditional marketing is Yolanda not doing and what is the lost return on that marketing? That would be a useful comparison, especially when faced with skeptical bosses who think we are just surfing the Web all day.

Re: Workflow- Social Media for Marketers

Charles Heflin — Thu, 28 Aug 2008 13:53:03 -0000

Your post depicts a realistic scenario that touches on a small tangent of possibilities that are open to marketers who use social media.

The main point of confusion for marketers is going to be accepting that results from social media as a marketing tool is going to yield results in indirect ways that may be hard to measure unless they are aware of the possibilities.

Social media as a conversation analysis tool, as depicted above, is not direct marketing but does spread a message of focus on customer satisfaction which may yield results that are not directly measurable.

Social media marketers need to understand that results are gained from increased search engine visibility, word of mouth (crowdsourcing) and branding through community building and interaction... Traditional metrics and tracking are an issue that I am sure will get better as this space continues to develop.

For now marketers have to accept that social media is mainly a branding / search engine visibility enhancer that will lead to traffic, action and sales but not directly unless you simply run ads on social networks. Traditionally the direct traffic that comes from social networks converts poorly and is rarely worth the effort unless you have built a community of supporters around your brand. In most cases the benefit for marketers is indirect as stated above.

Marketers that use social media have to take the time to learn this medium before jumping in. All to often I see marketing professionals that misuse social platforms because they don't know what they are doing... They try to view marketing in social media through traditional Internet marketing goggles.

Re: Workflow- Social Media for Marketers

Tim Jahn — Thu, 28 Aug 2008 13:35:21 -0000

I think this situation is quite realistic and I'd love to see more businesses using this approach.

Re: Workflow- Social Media for Marketers

Robert Rowe — Thu, 28 Aug 2008 12:26:43 -0000

It's great to see a step-by-step for social media usage out in the "real world". I've been thinking about social media and education for awhile, and maybe this is the most logical way to present it. It answers the "Why do we need it?" question that most teachers (or businesses for that matter) would ask.
Once they have a reason to invest in it, they'll use it.