On Wednesday, October 12, 2011, as a member of DBME, I attended the Social Media Marketing and Monitoring Conference hosted by Our Social Times, at the Tribeca Theatre. The conference covered everything from Location-Based advertising to the future of Social Media, and featured a keynote address by Peter Shankman and a closing panel that included Erik Qualman.
- There is no excuse to not try something;
- Everyone has a back-up plan for failure. Try having one for success.
- Be different to reach your audience
- Reach out to the people in your network and start a conversation.
His four rules for social media success:
- Be transparent;
- Be relevant to your audience;
Having an audience is a privilege, not a right;
- Don’t rely on the brand – make sure to embrace your concept;
- Learn to write.
Christine Perkett, Perkett PR, kept the crowd involved with her take on Humanizing Your Brand, as it relates to Business-to-Business marketing, telling the crowd that it is important to remember that you are talking to humans when dealing with companies, and reminding us that regular common courtesy goes a long way in social — remember to thank your customers!
The second to last session of the day was presented by Constant Contact, and offered what I felt was the best hands-on tips for creating a well-rounded social media strategy. Joshua Mendelsohn offered his 10 steps (although I turned it into 11) for a great social medai strategy:
- Build a marketing strategy not a social media strategy;
- Include a social call to action;
- Build campaigns not emails or posts;
- Connect your social sites to email;
- Focus your message;
- Have more to say? Save it for later;
- Think mobile;
- Just because you can doesn’t mean you should;
- Find out what your audience wants and respond to it;
- Create a great customer experience — there is no marketing cure for sucking;
- Rinse and repeat — keep learning and improving.
The day was broken up by three case studies in the different uses of social media, focusing on The Children’s Place, WGN America, and TheGrio (NBC). These three case studies all really spoke about using egagement to grow your fan base and converting your fans into customers. The unfortunate part was that these are all nationwide companies with larger than normal budgets, and based on the questions presented from the audience we all felt that the sysrems emplyed by these groups would not transfer to the small business.
Finally, the last session of the day was to cover the Future of Social Media Marketing. I believe the attendees were looking to these experts for some guidance as to where we would be in 2012. Unfortunately, the over-riding theme of this panel was that the future of social media is what we, as marketers, will make of it. Are we willing to step out of our marketing comfort zones? Are we willing to empower our employees and customers to become brand advocates? Or are we going to continue down the road we are already on?
What is your company doing? Are you a brand advocate?
About Craig Yaris
Craig E. Yaris is the owner of EsquireTech Solutions, which helps small business get found on the social web, whether through Facebook, Twitter, or LinkedIn, he can both teach you the effective use of any social network or act as your social media manager, enabling you to reach your clients where they are and when they want to hear from you. He can teach your organization the social media best practices that can help you use the tools of today to cost-effectively increase your bottom line. EsquireTech Solutions brings the social web to your business. Visit EsquireTech Solutions or call 516-495-9107 .