Blathering on Twitter or engaging your target audience?

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Chances are most people in the world fit into the 99%. In this case that would be the 99% of people who are doing social marketing wrong, barely or not at all. Though the argument could be made that not at all is better than wrong since wrong does damage. Hopefully you are doing some or at least researching it. To qualify I will say I am not always right – nobody is – for every person in every case. So let me default and try a little teaching and assignment so you can figure it out for yourself.

First the assignment. Just do it.

Somewhere either on your tablet or in your notebook or a Google doc create a table with 2 columns. On the left label that column YES and on the right label that column MAYBE. Now think about what it is you are marketing, selling, representing, or otherwise putting out. Now think about WHO you need to reach to consummate your transaction. This even works if you’re just trying to get more targeted followers.

Now we’re going to complete your YES column and your MAYBE column at the same time. Begin at the top of the table as you think about the WHO and begin writing NAMES or JOB TITLES. Almost every one of you can immediately think of at least 2 or 3 individuals who are good prospects for you. Start with those.

If the people who come to mind are really good targets put them in the left column under YES. If the person who comes to mind may not directly be a target but may be able to connect you with a target put them in the MAYBE column. If the person who comes to mind would likely not be a YES or a MAYBE don’t even include them.

Quantifying success: Only you truly know when you are succeeding

Measuring success from social media marketing

Sure, we can point at someone like Donald Trump or Ted Turner and say, “here are two really successful guys.” Maybe they are, maybe they are not. How can it be said they are not?

Success is a very personal topic.

A few days ago there was a post by Yet Another Social Media Guru who was giving a formula for success via social media marketing. His list included a few “dos” and “don’ts” but it never really dealt with the heart of the matter: what are your goals?
Channel Distribution
In his short and elementary post he included a “do not” that many do and from which they enjoy a great amount of success. In his encounter with this author away from the post he did not quite admit his goal was to “get more comments and likes” but certainly alluded to that result. So this poses the question which begs to be answered: what are your goals and how do you measure them?

Quantifying success through metrics.

When advising a client, friend, reader, or listener on a social or marketing method an important first question is nearly exclusive to, “what are your goals and what is it you need to achieve to call this campaign successful?” Not one of them has said, “I need to get more comments and likes on my blog.” In fact it is widely anticipated the most common answer will be, “to make more profit”.

In order to recognize success one must first define success. That definition may be “to increase my orders by 30%”. If so the metrics are simple. Begin with the number of sales you have had on average for the same period and compare your results at the end of the campaign period. On the other hand if the definition is “to get 1000 likes during the period” there is nothing to compare to you simply use that one metric. You either garner 1000 likes or you do not.

SoLoMo – the convergence of Social, Local and Mobile

 

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SoLoMo - Social Local Mobile

Like every other piece of buzz, or most other buzz at least, SoLoMo is not the end all. You will still be able to market other ways but for the local business: the chiropractor, the real estate agent, the auto repair center, and other services offering services within a relatively narrow diameter – SoLoMo is now.  Much like the yellow directories of yesterday SoLoMo focuses on local market areas with a higher transactional focus.

 

Breaking it down

Social is the first of the trinity of flavors. For our purposes, new media/online marketing, social begins online and ends in personal space. Sites like MeetUp and the horribly abused Facebook Events make it easy to plan and coordinate live events. (Yes, I know there are others – feel free to spam your own in the comments section.)

Local is relative. For a car dealer local may mean a 50 mile radius while for a chiropractor or cafe local is a 5 mile radius. This was an early challenge to marketers online and I addressed it as best I could back in 1998 when I wrote on iCobb, “in the future many websites will use IP numbers to determine an approximate location and deliver information more relevant to the visitor”. At the time most sites would have the user input a geographic location then poll the database based on user input. Now it’s blind on most sites.

Mobile is growing and will likely be the standard for the foreseeable future. As wireless bandwidths get faster and mobile devices take the place of laptops and desktops more and more users will make their first search and connection with others online. Apps like Color.com, a currently sparsely populated application, will make geolocal engagement a natural part of life.