Social Media in Italy

Well - I'm in Italy! The culture here is so different and this post will hopefully give you an idea of what social media here is like.

I've read a few news articles about how social media is getting more and more popular here but I've noticed that it's no where as big as it is in the states. There are around 61 million people in Italy and only 43% of them use the internet. Even just being in the hotel we're in has shown me how high speed internet isn't as widely available as it is in other countries.

I'm in Rome with my sister currently and we've heard quite a bit of talk about earthquakes. In the past an earthquake nearly destroyed the southern half of the Colosseum and also ruined part of the Roman Forum. Turns out some people actually used social media to keep up with their friends and family during a recent earthquake (or terremoto as they call it) in a city near Rome called Abruzzo. This article states that "For a couple of hours Twitter was the only source available to Italian people to share news and information and, most of all, try to contact friends and relatives living in Abruzzo." 1,500 people were injured and another 50,000 did not have shelter. Social networks allowed people to share information about how to donate and give blood throughout the crisis.

A few social networks they use here that may be new to us are Netlog (which has 75 million members) and Friendfeed so check them out if you want! 

Consumers First

So many companies provide incentives for customers or fans to "like" their page. But what does that do for their company exactly? Not a whole lot. I read an article this week called "What's in a "like"? Not much" and the author made a great point about how many companies focus on the wrong objectives. Organizations set goals for themselves and their employees trying to increase the number of fans on their Facebook page or the number of "likes" but in reality they need to get those customers to actively participate not just passively "like".

A similar article, found here, reiterates the fact that using the number of Facebook fans a company has is an ineffective measure of how involved consumers are. In fact its stated that 80% of people who "like" a page will never even return to it. If you are using Facebook to help your bottom line then you should consider the moment that your fan "likes" your page as the beginning of your journey with them not the end.

The point: engage your customer. Focus on more than just getting your fan total to increase - create content for them that gets them involved and "turns them from a fan into a brand advocate." That's what will really help your bottom line.

What I've learned about Apps Marketing

I've been doing a little research lately for an app company at work and found a book that has some really cool pointers. It's called "iPhone & iPad Apps Marketing: Secrets to Selling your iPhone and iPad Apps." Check it out at Barnes & Noble if you want - it's by Jeffrey Hughes. Today's world is mobile and so companies are beginning to make an effort to make their product available wherever their customers are. If used effectively, iPhone and iPad apps can help a company extend their brand reach as well as increase customer interaction and loyalty. Mobile technology can help in other ways, too. Those in the banking industry, for example, have started providing customers access to their account via apps. Creating new ways to extend the usefulness of existing web-based tools is going to be something that we will see more of in the future.

One great example of a company that successfully extended their product to the mobile technology world is Chipotle. Their app gives customers a full menu, restaurant locator, and a secure ordering system where customers can place orders.

The book asks: Is an iPhone/iPad App Right for Your Company? The answer is, in almost every situation, yes. The book says "Most companies are a good fit for creating an iPhone/iPad app to either promote their brand or extend existing services to their customers."  The real question probably if your company has the resources to create and maintain an app that is helpful to your customer.

Four tips for implementing your marketing plan from Hughes' book:
-Always check your progress
-Always try new things
-Don't jump ship too soon
-Ask for feedback

Raventools!

Here's another social media tool you should check out. It does so much that I won't even be able to explain it all in this blog. What is awesome about Raventools is that it allows you to use all of your marketing tools together and keep track of them in one place. There are others like it (such as Campaign Monitor) but I like Raventool's name better and it is the one that I've personally used so we'll go with it for today.

This tool provides you or your organization with so many different options and opportunities to make your life easier. You can track keywords, links, competitors, get adword statistics, and instantly run reports with Raventools. It also allows you to set automatic social media updates ("set it and forget it").

There are monthly fees based on how you or your organization will be using the tool. An individual would be charged $19 per month while an entire agency would be charged $249 a month but would be allowed unlimited websites and would also be provided with Facebook and Twitter monitoring.

Bring your entire marketing campaign together by using Raventools or a similar service. Save yourself time and energy. Marketing agencies will find this tool particularly useful as will bloggers, publicists, designers and small business owners. Bloggers can make sure that their readers are actually reading what they're posting, agencies can easily manage multiple social media accounts, small business owners can manage their contacts and painlessly produce reports.

PR & Social Media Software

Vocus (On Demand Public
Relations Management Software)
This is another tool that I've
learned about recently and think

you should check out, too.

To the right there is a screen shot from their website showing what all this fully integrated social media monitoring service can do for you.

Marketing and PR firms will find this tool so useful because it has an up-to-date database of 1.4 million bloggers, journalists, and other social media outlets. It also allows you to schedule the launch online press releases. Getting media coverage is so much easier
with this tool. You can have live
online meetings and track
interactions with your customers
or people who have covered your
company.

Kickstarter or justgive?

In my last blog I posted about a site called Pinterest and I decided I'd continue my trend and talk about a few other sites that may be new to a lot of people.

Someone I know recently posted a Facebook status asking for her friends to donate to a cause on a website called Kickstarter. Kickstarter is a place to get funding for creative projects and is only able to be a success in raising funds because of social media. If someone has a good idea then it can spread like wildfire via social media outlets such as Facebook, twitter, and so on.

I've recently been put in charge of a campaign to raise $20,000 for Kelly Autism Program's KAPS Kreations. KAPS Kreations is a business started by the middle and high school students who participate in the Kelly Autism Program. The participants of KAP all have been diagnosed with Autism Spectrum Continuum and their involvement with KAP and KAPS Kreations provides them with valuable training for their future as professionals.

There are two main goals in raising money for KAPS Kreations. The first is to increase Autism Awareness (April 2 is the worldwide Autism Awareness Day) and the second is to raise money for KAP participants so they can purchase materials to make products that they can sell to the public. Before posting this blog I was considering starting a Kickstarter page for KAPS Kreations but after reading about it I think that a different site (justgive.org) would be a better option for what we need.

I've found out that Kickstarter is designed solely to raise money for creative projects. It is not for nonprofit fundraising. Another aspect of Kickstarter that is not ideal for the purpose I would have been using it for is the fact that you have to set a funding goal and if that goal is not met then you do not get to keep any of the money that people have pledged. I read about people who set up a Kickstarter project to get the funds they need to write a book, make a CD, or create a documentary.

Check out this Kickstarter project that has already been funded 107% ($91,055).

Kickstarter is a new way to fund and follow creativity. And that's awesome. But for my purposes I'm going to stick with justgive.org.

Pinterest!!

MySpace, to most people at least, is a little outdated. Facebook and Twitter are even losing their luster in the minds of some users. All sorts of new social media tools are popping up but one that I really think you need to know about is called Pinterest. You need to check it out if you haven't already. Like right this second.

I'm really excited about Pinterest! I have not been a member for very long but I am addicted and think there are so many practical applications and tons of creative ideas that will stem from it. Tumblr is a similar service that you may already be familiar with. It allows you to share photos, videos, text, audio, slideshows, and so on. Pinterest lets you to share your taste in anything - clothes, hairstyles, wedding ideas, places to travel - through virtual and personalized "pinboards." You can grab an image from any website and add it into whatever pinboard you would like. Pinterest automatically grabs the name of the original source that way they can credit the creator as well as allow you an easy way to go back to that link in the future to get the recipe, directions, or just another look at the site.

Having a pinboard with saved images of ideas that inspire you is already a great aid in being more creative. A visual feed of the things you love is only the beginning, though. You also get to see pins other people have saved onto their pinboards. If you like their pins then you can "repin" them onto your own board. Combine your great taste with the great taste of all Pinterest users and you're going to end up with some awesome ideas. Photographers, designers, artists and so many other creative people will benefit from this collaboration of pinned images.

This site is great for anyone because everyone has things they're interested in and most people want a better way to organize their ideas. I personally am so excited to have Pinterest because I needed an efficient way to store recipes-I love food and baking in particular. I also have boards for quotes, flowers, do-it-yourself crafts, and books (just to name a few).

So go on, share your interests and great taste with your friends and the rest of the world.

P.S. There may actually be a wait list for a Pinterest account. It's gaining popularity and they have been adding more servers in order to keep up with all the traffic from new users. If you want me to email you an invite then comment below and you won't have to wait to start pinning.

What's New In Social Media

One of my favorite things to talk about in the social media world is real-time customer service and action plans for negative feedback from customers. But considering the fact that I've mentioned that in previous blogs, I'll restrain myself today and talk about social scanning.

Social scanning is where 2D codes are used to bring people together, and allow customers to rate and view products from their friends. These codes are the square boxes that have been recently showing up in ads, posters, and billboards. This trend is so new that most companies will have customers who have not used a 2D code yet. Businesses who recognize that these codes will increase customer loyalty and bring in greater revenue are really doing themselves a favor.

QR ("quick response") codes can be scanned by a QR reader or a smartphone and are able to deliver a lot of information without much hassle at all. One example of how QR codes could simplify your life is that huge stack of business cards you have piled somewhere. QR codes would allow you to maintain a contact list without manually entering the information into your database, just scan the code and you have all of the information stored. These codes have been around for years but were generally just used for tracking parts or for inventory purposes. Magazines, airlines, the weather channel, and companies such as Best Buy and Barnes & Noble have started using QR codes to give customers quick access to more information and links to buy products online, get updates about flights, or gain access to top-secret messages.

Oprah uses 2D codes in her magazine to advertise different products. In her September Issue of O Magazine there were 9 different products advertised each with a corresponding 2D code that readers could scan to find more information online and place an order. American Airlines uses 2D codes to allow customers to get updates on their flight information. They are also looking at about using these codes as boarding passes in the future. Stay tuned to see how else 2D codes can improve business.

Here's a picture of a 2D code. 

A Few of My Favorite Social Media Campaigns

Proctor and Gamble, the parent company of Old Spice, brilliantly launched a social media campaign that people are still talking about a year later. Isaiah Mustafa was hired to quickly answer questions that fans from Facebook, Twitter, and YouTube posed to him. He posted nearly 200 videos, all answers to fans, in the span of just a few days.

Here’s one of the Old Spice commercials called The Man Your Man Could Smell Like. This social media campaign got so many people talking that even a few celebrities (Alyssa Milano, Demi Moore, Ellen DeGeneres, and Ryan Seacrest) posted questions for him to answer. 

Jack Link's had a national ad campaign with five commercials that all had people pulling pranks on the sasquatch (Big Foot). Here's one for you to look at called Football Kick. A Messin with Sasquatch microsite was created to go along with the national commercials in order to keep fans on the Jack Link's website and interact with the brand character. Games have since then been created as well as other features on the website that keep fans involved.

Jack Link’s Beef Jerky and the Old Spice Guy are two of my favorite social media campaigns because I think they are hilarious, addictive, and they got their customers involved. They both created a recognizable brand identity as well as a buzz that got fans excited. I think that many companies will follow their lead and create campaigns that are similar in the future. 

Mountain Dew had a campaign in which they had customers vote on what new flavor they should produce. DEWmocracy was the name of this project and fans voted on which flavors they liked best in their home-tasting packs. The top three were then moved on to the next round in which “Flavor Nations” made up of ad agencies, fans, and experts were assigned the responsibility of packaging the new product and coming up with graphics and social marketing. The one flavor that got the most votes would be the winner. There are few great ideas about this campaign. I really like the fact that it has people involved. Interacting with customers is a great way to do more business. What did not work is the fact that there were potentially thousands of customers who were lost because the flavor that they voted for was never produced.  

The Link between Social Media and Your Professional Life

Social media provides the opportunity for someone to connect with people who they would otherwise have no hope of getting in contact with. Linked in, twitter, and facebook to some extent allow people to make connections on a less personal level to people they may or may not have already met. To paraphrase, expanding your network is expanding your net worth. The more people you know, the more chances you'll have to come in contact with someone who can help you get where you want to be. Social media is quickly becoming a great way for recruiters to find the type of employee they are looking for. Most of these services (facebook, twitter, Linked in) are free and a very large number of professionals use them on a regular basis. Some people who are on the hunt for a job will create their own website, blog, or at the very least post some information about what they are looking for and a way to find out more information. Linked in provides a way to post a resume with easy to access recommendations, youtube allows users to post a video of their resume, and twitter allows those searching for a job the ability to 'follow' a company and make connections with current employees. That list of ways different social networking can benefit your professional life is just touching on the major players in the social media world - facebook, twitter, and youtube.  Some "lesser-known networks" that should be mentioned as well are Jigsaw, Visible Path, Gather, and Sermo (Gillin).

Social media obviously can be a help in terms of advancing your professional life but there are several ways that it could hurt it as well. I, like many others in the workforce today, am 'friends' with my superiors at work on facebook and twitter. It seems some people forget that what they post via these mediums is for public consumption and many times there are complaints about their job or pictures of them on their "sick" day that are posted for anyone (including their boss) to see. You have to be conscious of what you post and recognize that most companies are going to look for employees who are responsible and tasteful, not careless and tacky.

I once applied for a job in which all applicants and eventually employees were seen as the "face of the organization." We were on public display and whatever anyone knew about us reflected the company we were working for. The interview process for this job was several stages long and after some cuts there were training sessions with the potential hires. Each 'ambassador' was asked to clean up their facebook account and be aware that anything that was ever posted about them was out on the web for everyone to see. I do not have much experience with inappropriate social media and job hunting but this one job that I held in which we were required to sign agreements pledging to be good examples to the community. Negative social media could have adversely affected this job situation. In some cases the employees were scolded by superiors who were monitoring the facebook pages for inappropriate content.

Social Media: Here to Stay

Communication in today's society is completely different than in years past. I believe that social media is not only here to stay but that it also is going to soon be vital for any company that wants to have competitive advertising and customer service. The internet has made it possible for companies and consumers to have an interactive dialogue. Companies that do not see the worth of this new breakthrough in marketing are missing out on an inexpensive way to market and an excellent way to monitor the satisfaction of current customers. Facebook statistics say that approximately 700 billion minutes are spent on Facebook during any given month. This fact alone proves that social media is not just a fad. Facebook and other social platforms have turned into the primary way many people connect with others and this trend will only continue to get more and more popular.

Buying decisions of customers are affected by those they trust. The buying decisions of millions of people are affected daily via social platforms because of the massive number of people who use sites such as Facebook and twitter. Many companies have caught on to the wave and developed ways for the consumers to have live interaction with customer service employees. If a customer is unhappy with a product, a customer service agent can have a real-time conversation to fix the issue thereby reducing the probability of lost future business. Consumers who have grown accustomed to live interaction companies they do business with or their fellow consumer will not want to slip back into a world without this valuable resource. Social media is definitely permanent.