Marketing Autopsy Blog » Marketing Communications

Creating a Social Media Strategy? Don’t Forget the Legal Team

Cuong Huynh — Wed, 22 Jul 2009 18:23:48 +0000

Think lawyers are expensive? Maybe so. But it’s cheaper to bring them in before you have a problem. This common wisdom holds especially true for your corporate social media strategy, which is why your social media team should have a legal representative as well.

It should be a requirement to make legal professionals part of your team from the inception. Bringing them in on the back end to clean up a mess is never desirable. Plus it doesn’t make for a great collaborative relationship, because you messed up and you now need legal’s help. And solving legal problems on the back end is never pleasant. It’s far better to know and establish legal rules of the social media road before you’re entering into and engaging in conversations on social media sites. Let’s face it, corporate social media activities are really public relations (PR) in the new social networking space. Therefore it makes sense

Part of the POST method, your new media team should, at a minimum, get legal involved in the O (Objectives) and S (Strategies) phases. At a generic level, legal can help you stay out of trouble, guide you in all policies relating to news media and customer-facing communications. Legal can also provide you with guidelines on what an employee can and cannot (or should and should not) do in the social media arena. Here are some specific roles of legal participation within the social media team:

Social Media Policies. Comments, backtracks, discussions on and off of your site. This covers locations both within your own websites, blogs forums, and on other websites, blogs and forums. It also controls how your employee(s) should start new topics, and how to resolve complaints and negative feedback. Legal can provide guidance.
Authorized Corporate Bloggers. If you’ll have just a few key individuals actually doing the engagement with the outside world, establish rules for them to follow. Otherwise if you encourage a wider employee participation, then have a different set of rules applied to all. The key words here are guidance and coordination, not hindrance. Legal can help establish rules.
Social Media Interaction. We all know that the Internet is always open, and with the global reach that it provides, the corporate social media team (and therefore your company) is also always open. Consumers worldwide are active in the social media space all the time (and especially after work within their local time,) your social media team must be ready to engage at any time of day, within reason. This is especially critical when a potential issue (positive or negative) about the company and its products is going viral. So you’ll need to be involved early. Legal can help define the dos and don’ts.

With all these guidelines in your pocket, you are now ready to go all out and promote your company, products and services. They will protect you while you’re out there engaging, supporting and solving your customers’ problems.

So go ahead. Build your social media team. Select the best and sharpest marketers, PR people, and technologists. Just don’t leave out the legal rep.

Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

Creating a Social Media Strategy? Don’t Forget the Legal Team

Marketing Basics and Building Buzz – What About Integrity?

Cuong Huynh — Wed, 15 Jul 2009 20:07:21 +0000

We’ve all been bombarded with Michael Jackson’s news in the last few weeks. While many, fans and non-fans alike, were affected by his death in some way, MJ’s father went on the offensive to promote his new business venture just days after. In these modern days, I guess there are still salesmen so blinded by money that they sell their souls too. So now’s a good opportunity to get back to basics. Marketing basics, that is.

Marketing – whether push or pull, traditional or online, outbound or inbound – is a game of either creating your own buzz, or riding someone else’s buzz. Creating your own buzz is tough to do, unless you have something new, unique with mass appeal to tell people about, or you can ride on your own reputation built over time. Riding someone else’s buzz, on the other hand, is quite easy. It’s popular for those who want a quick spike in their marketing performance and return on investment. It’s a legitimate marketing technique if done properly.

Here are a few “riding someone else’s buzz” ideas:

Associate with well-known or recognizable brand names. It’s all about attention grabbing, and household names and celebrities give you instant buzz and attention.
Hot topics or stories of the day. By definition these are already hot, so huge attention base already exists. All you have to do is make it relevant to your products, services or situation.
Controversial or outrageous people and stories. These can come from anywhere and take many shapes and forms, but the bottom line is the controversial and the outrageous command free publicity, which also benefit from its natural viral characteristic.
Stealing someone else’s great content. Even though this works well, it’s short-lived. Therefore it’s not recommended, and it’s against many laws, including the social networking law.

I may be guilty as the next guy who mentions MJ is his post. And maybe I am. But more importantly, if this post can stop a few marketers and help them think about what they do just for a little while, it’s done its job.

So, no, marketing basics do not start with what you may learn in business schools, from others in the industry, and certainly not by your desire to be successful. They start with you and your integrity.

Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

Marketing Basics and Building Buzz – What About Integrity?

How to Build a New Media Corporate Marketing Team

Cuong Huynh — Wed, 08 Jul 2009 23:29:52 +0000

You know what I’m talking about. New media. You know, social media, social marketing, blogging, and Twitter, Facebook, MySpace, LinkedIn, YouTube, etc, for your company? Many have found success where many others have failed. In the corporate environment, pursuing social media marketing is a full-time job.

Corporate social networking functions require individual special skills and knowledge, plus clear corporate objectives and goals. For companies that want to get with it in social media and marketing, don’t just try a few things here and there using inexperienced resources. What you need is focus and dedication. The key is to develop a clear reason why you want to be in the blogosphere, and provide dedicated resources to achieve those goal.

Here are the minimum considerations that must exist for your social media marketing to stand any chance of making a difference. Anything less will be just a waste of your time, money and human resources.

Establish a clear corporate social networking policy, the rules of engagement so to speak. It does not have to be detailed or elaborate, but it needs to have the basics in place. Remember this is still emerging technology.
Create your team from enthusiastic and knowledgeable individuals. They don’t have to be your best marketers or sales persons. In fact they should not be. The key characteristics you’re looking for include: being savvy with new technology and tools, being passionate about the company, its products and services, and above all, being honest with high ethics.
Empower and authorize team members to do what’s best for the company. If your team is knowledgeable and passionate, then they’ll do anything to ensure the best interest and protection for the company and its reputation. They are smart, and they’ll do the right things.
Always be on the look out for opportunities to go viral, especially in support of customer-generated viral media. All you need is to be there, provide support, and maybe give a little nudge. It’s social marketing after all. Do it right and you’ll attract loyal followers.

What about corporate legal? Do you need to get their blessing all the time? Probably not. Just do what’s right. Here’s what I mean. As long as you’ve made the proper communication with legal department and addressed corporate policies from the beginning, legal may just be your best friends in the company to get your social networking job done.

Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

How to Build a New Media Corporate Marketing Team

Marketing and Customer Service Are Really One and the Same to Customers

Cuong Huynh — Tue, 23 Jun 2009 22:41:04 +0000

Most businesses sell some sort of products or provide services to other businesses or consumers. This selling or providing process relies heavily on the staff in marketing and customer service department of a company. Marketing can be seen mainly as a pre-sale responsibility, while customer service traditionally takes care of the customer after the sale. In actuality, and most importantly in the current social media environment, the line between marketing and customer service is becoming more and more fuzzy. In fact from the customer point of view, marketing and customer service of a company may be slowly becoming one and the same.

It’s the case of “marketing promises me this, but service gives (or not) me that.” It’s one of the classic examples of customer dissatisfaction, and in the social network environment, the news goes far and wide, at a very fast rate. What a business needs to realize are two things:

Customers are now talking, researching and sharing on the Internet, in general, and on social networking sites, in particular.
You need to be where your customers are and engage them, especially with those who make the most noise.

The best customer experience is achieved when customer desires and needs are fulfilled by your products or services (good marketing,) and their issues are resolved quickly and satisfactorily (good customer service.) If these do not give you strong reasons to get your business into the social networking arena, then I don’t know what will.

Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

Marketing and Customer Service Are Really One and the Same to Customers

Scaling Back or Stepping Up Marketing in a Recession? Maybe It’s the Wrong Question

Cuong Huynh — Thu, 18 Jun 2009 04:14:56 +0000

So you have 3 choices: reduce, maintain or increase your marketing in this recession. Obviously the answer lies in the budget that is available for your operation. But more importantly, and independently of the budget, your marketing program needs to be a lot smarter than what it used to be. This means doing more with less, working smarter and harder (not smarter than harder,) focussing on your strengths and putting aside nice-to-have stuff.

Considering that people still need to purchase products and services in order to live their lives, regardless of market condition, here are some typical market-in-decline realities that may help shape your new marketing strategies:

Consumers are still buying, though they may be searching harder and longer for cheaper alternatives or products.
Used product sales are on the rise, including pre-owned cars. It’s all about getting the best deal for a given amount of money paid, and cars with 1-3 years of age are the best bargains.
Sales at goodwill industries are booming. These have their own industries because the markets are big. There are quality items to be found, and smart consumers know this and want to take advantage of it.
Comfort foods are selling. While consumers do cut back on eating out at high-end establishments, they still look for cheaper ways to enjoy a meal once in a while. Home-cooked style and no-frills eateries with great value and fulfilling foods are the best.
Do-it-yourself is now the superstar. Homeowners come to the realization that the roofs over their heads are still the best thing they own, so it make total sense to spend what little they have to spend on this large investment. And do-it-yourself (DYI) is where you get the best bang for the buck.
DIY fitness is more popular. Recreation is another area where people as a creature cannot do without. And fitness is one of the most fun and best value people can do with the least amount of money spent. Expect products like running shoes, bicycle helmets, etc. to take a leap in sales.

Of course these are not meant to be a complete list. Rather they are illustrative of the type of market conditions and consumer behaviors you need to understand right now to help redirect your marketing strategies. The real question is not about whether or not you should scale back or step up your marketing effort. The real question is how do you implement effective marketing campaigns that put your best strengths forward to address the current new market demands.

Here are 3 practical things you can do right now:

Analyze your offerings and focus on your key products and core customers. Place heavy emphasis on your key products that are relevant to core customers. Nothing else matters.
Acquire insights from experienced colleagues and take advantage of the experience of those who have survived through previous recessions. This alone is one of the most overlooked affordable secret weapons that you can find.
Just as important, know where to make cuts (if you must) and where not to make cuts. Smaller budgets are a reality. It’s how you prioritize your marketing activities that will determine how you will recover when the market picks up again.

With a sharply focussed marketing strategy, it doesn’t matter if you scale back or step up your efforts. What matters is you understand your new market forces and meet its demands with the lowest cost and most effective tools you can find.

Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

Scaling Back or Stepping Up Marketing in a Recession? Maybe It’s the Wrong Question

How to Write Relevant Content by Understanding Search Behaviors

Cuong Huynh — Sat, 13 Jun 2009 19:45:44 +0000

Content and relevant information are king. We all heard marketing experts say if you want to attract visitors, you should provide relevant content. Even Google itself says so in its Webmaster guidelines. Let’s face it. Web users, both the consumer and the business kinds, are all after a single thing when using their search engines: information. So it makes good sense to give them exactly what they want. You’ll achieve your SEO goals fasters, while retaining visitor loyalty at the same time.

Knowing what web users do is the key to attracting them to your site. You have essentially two challenges:

To be found by information seekers, and once found,
To attract and retain them.

While we can follow a number of steps to address each of these challenges separately, there are things we can do that benefit both, killing 2 birds with one stone, so to speak. Let’s look at some key behaviors of typical web visitors:

Web users are information hounds. Because of the speed and convenient of the Internet, information is always at the users’ fingertips – both good and bad information. So give lots of information, and differentiate yourself from the amateurs with great quality content.
Web users are analytical. While the fingers are clicking, the minds are on high level of awareness and working overtime. There are only two kinds of visitors that matter to you. One is the browsers who want something but not sure exactly what. The other is those on a mission to find exactly what they want at the best deal they can get. Either way, the web users are actively analyzing the content they find.
Web users are impatient and critical. Because of the available choices and the speed available to get to those choices, web users have been trained to be impatient. If they can’t find what they want, they’ll just move on to the next provider.
Web users scan content. They don’t read content. Web users know there may be better choices out there waiting for them to discover, and their impatience kicks in. Web users are fast scanners. So if your content is thousands of words long and contains just fluff in the first paragraph, or requires 3-4 paragraphs to lay out your case, then you’re losing readers fast.
Web users don’t like to be sold. Sales pitches are so old school. You and I don’t like to be sold, we like to decide for ourselves. So consider dropping the aggressive spiel.

If you stop and think about it, these are exactly our own behaviors, aren’t they? It’s pretty easy to understand and all you have to do is focus your efforts on what many call “inbound marketing” instead.

So what do we do with these behaviors? The best thing to do is addressing them head-on. Marketers have a single goal which is to sell something. But amateur marketers don’t realize that it’s very easy to fall into the selling mode trap. It takes more effort, but with much more effective results, to attract attention through a good combination of relevant information and great value proposition. The sales process will follow naturally.

Here are a few tips on writing relevant content.

Define your topic clearly and early in your content. This gets you found in relevant searches above your competitors, and lets visitors know immediately that they are in the right place with the right information, effectively answering their key question: “Am I in the right place?”
Keep your content short and to the point. If you have a lot to say on the subject, break them into sections, bulleted lists, or even series of articles. This does 2 things: a) it answers quickly the visitor’s question “is there something for me here?” and b) facilitates their tendency to scan your content.
Drop the use of teasers and fluff. I’m never a fan of teasers. They waste my time and indicate to me that the website has nothing to offer me. If you have to read through paragraphs after paragraphs of copy, and at the end still have to take additional actions with the promise of receiving the information sought, wouldn’t you feel cheated? So take the direct approach, don’t play around and make the content easy to get to.

The bottom line: consider how your visitors like to consume content and present your information to benefit their search. In the end, if your content is relevant with clear value proposition, you’ll reduce your bounce rate without resorting to sneaky tactics.

Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

How to Write Relevant Content by Understanding Search Behaviors

SEO and Social Networking as Reputation Management Tools

Cuong Huynh — Tue, 24 Feb 2009 19:04:09 +0000

Search engine optimization (SEO) is a powerful tool for managing many aspects of your organization’s online marketing. One of the least use of SEO, but also one of the most important, is online reputation management.

A simple search for your name and keywords associated with your name and products will reveal things about your company that you may not be aware of. There will be things that you can easily fix, while others are harder to resolve, but more often than not, all can be managed. If you’re already doing SEO for your website, then the technique is directly applicable for reputation management. The only major difference is normal SEO is a marketing and sales function. When applied to reputation management, you add public relations (PR) to the team.

Here are few ideas to get started.

Know what’s out there. Do a thorough search of terms related to your business name, products and services, like you’re doing a keyword analysis. Be sure to pay attention to the blogosphere and social networking sites. These are the places where you’ll find people discussing and sharing their own experiences about your products and services, both positive and negative.
Know your battlegrounds. You may find sites and blogs where your reputation is being discussed in positive or negative lights, and you’ll also find sites and blogs where there’s no discussion about your name and products at all. These are both valuable sites to get involved in, as your team will need to not only create marketing and PR campaigns to deal with (or take advantage of) the conversations, but also to create presence where there is lacking.
Know your online social etiquette. Whatever your campaign goals are, you must adhere to proper social networking etiquette and mind your online social manners. Be yourself, be truthful, be honest, be helpful, and above all, be respectful and understanding of the public’s viewpoints. There are many ways to tell your story, and it’s much better to take the join-and-conquer approach instead of going in with your guns blazing.
Know where the action is. If you can join a discussion to tell your side of the story or to do damage control, by all means do it. This will allow you to head off a problem straight on, or prevent an issue from blowing out of hand. By doing this, you’ll be seen as part of the solution, as you are actively managing your reputation at the same time. Additionally, you’ll leave a trail of written communication representing your company’s viewpoints around the web. This means when these discussions are found in search results, then your company is also found. This is effective SEO at work.
Know your first rule of SEO: content. Applying other SEO techniques such as writing keyword-rich content in comments, responses, blogs, forums and chat rooms will further help get your story found in relevant search results. Make it a habit, no, a policy, to always be helpful to the group with good and useful information about your company, products, services and industry. Doing this without being and sounding pushy will get your content found by your potential customers.

Actively managing your reputation through SEO and social networking will bring back immediate and measurable benefits. Reputation management should be an ongoing process. Don’t wait until you really have to manage your reputation, but manage it before you need to. Your name, and the reputation tagged to your name, is so important, you need to start managing it with the utmost urgency. After all, if you don’t care about your reputation, why should your customers?

So what are you doing to manage your reputation, online and offline? Whether you have a campaign or plan in place, try adding SEO and social networking to the mix. And don’t forget to share your experience with us in the comment below. We need all the help we can get. Thanks.

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Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

SEO and Social Networking as Reputation Management Tools

Reason Companies Fear Social Media and Blogs: Maybe It’s Communication Itself

Cuong Huynh — Wed, 28 Jan 2009 19:34:23 +0000

Could it be that communication itself is a hindrance to corporations in adopting social media and blogs? Sounds counterintuitive but definitely possible. Consider the following.

What are some characteristics of getting involved in social media or maintaining a corporate blog? Is it being honest with your message? Is it being involved in the conversation regularly? Is it allowing comments, feedback and critiques to come back to you whether or not you want them? Is it having to take risks that you may lose trade secrets, private information, etc.? or is it all of the above?

Yes it’s communication itself. It’s the fear of getting or receiving something back unexpectedly – good is OK but what if it’s bad? It’s the fear of the unknown that’s outside of the normal outbound marketing, which marketers have control over. It’s the fear of the unknown and the what-ifs. It’s the fear of inbound marketing.

Admittedly, getting involved in corporate social media and blogs does require attention to the details mentioned above. These are in addition to the POST Method that I blogged about last November – People, Objectives, Strategy and Technology. But the reality is, if you have to take time thinking about each and every message or structuring and molding every communication piece before relating to your customers, then you may not understand your company, company culture, and value propositions as well as you should. Of course there are important and proper communication channels for corporate announcements, press releases and the like, but day-to-day relationship with your customers and prospects should be a tactical strategy in the same vein as public relations (PR). It should be constant.

So what ‘s the solution? Maybe start with the following:

Understand that social media and blogs can be valuable corporate tools.
Create clear and flexible policies that foster more intimate communication with customers and prospects while minimizing risks to the company.
Empower the right individual(s) to carry out social media and blogs, working closely with every other departments within the organization.
Constantly monitor results (quantitatively and qualitatively) and be nimble to change direction as needed.

So what’s your experience? What have you found working successfully at your organization? Share with us in the comments.

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Post from: Marketing Autopsy Blog
© 2009 Marketing Autopsy Blog.

Reason Companies Fear Social Media and Blogs: Maybe It’s Communication Itself

Social Media: Who in Your Organization Should Own It?

Cuong Huynh — Sun, 11 Jan 2009 22:42:15 +0000

How does an organization implement social media? A better question: How do you implement social media with resources at your disposal or do you go outside for help? The answer lies in who owns social media in an organization.

Ownership of social media can cross several organizational lines, at the same time it may require specialization in new sets of skills and disciplines. The line of responsibility is fuzzy at best and confusing at worst. As Jason Baer writes over at the MarketingProfs in an article called “Who Wins the Struggle for Social Media Control?” there are four combatants who may rightfully claim social media ownership. Although the article looks at the struggle between outside agencies or specialists rather than that within a company, I think the struggle is just as valid for internal departments. The 4 combatants are, in Mr. Baer’s words:

Advertising. Because social media often requires making stuff, and can impact overall brand perception, advertising should be in charge of social media. The rising importance of video within social media also favors advertising types.
Digital. Because social media is (at least for now) an online construct, the Internet marketing agencies should be in the driver’s seat. Plus, social media has major SEO implications in some cases, and most SEO is still handled by digital specialists.
Public Relations. Because social media is ultimately about conversations, and is non-linear, public relations is best equipped to manage social media efforts. Especially so given the demise of traditional journalism, the importance of blogger relations, and the blurring of the lines between customer and reporter.
Client. Because social media is ideally an extension and manifestation of the brand’s operations and culture, and requires near-constant vigilance and engagement, the client is best able to oversee social media. Comcast is a good example of this philosophy.

In closing the article, Mr. Baer advocates that public relations should be the gatekeeper for social media, but admits that PR still has a long way to go. To me this is a valid conclusion, but I would go a few steps further to clarify the issues and offer more realistic solutions that enable successful corporate social media thrusts.

Social media itself can have variations in definition depending whom you talk to. As Wikipedia defines it,

Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

The key words to take away here are: sharing, discussing, communications, social, human beings, interaction, Internet and mobile-based, communities. Social media was clearly embraced by the public/consumer. Millions are already participating in “social media” activities as a way of life. All this while corporations are still trying to figure out how to get involved.

The answer is to keep it simple. From a corporation’s viewpoint, social media should really be part of marketing and PR, but the rules are really set by the consumers or the audiences. So you’ll need to get in the game, provide the resources to do so, and make sure you follow established rules of the game and not insist on pushing your own rules. If you’re talking about a specialty agency, then I think it’s still about marketing and PR, and the rules are still set by the consumers or the audiences. The only difference is what you want your agency to specialize in, in the same way that advertising agencies decide to specialize in print, radio, TV, Internet or a combination of these.

Either way, there is a final critical element to the answer of who owns social media in corporations: leadership. Corporate leaders must understand what social media is, what it’s for, why it can be a powerful tool, and how it can help. Alternatively, entrust it to and empower someone who understands it. This is important because only with informed knowledge comes informed decisions; deciding not to pursue social media because you don’t understand it is really an uninformed decision. Social media is already an important communication tool chosen by the consumers. Therefore it must be a part of corporate marketing and PR tools used to reach those consumers. There just is no other way.

There are still a few outstanding questions. Companies, by competitive nature, have been very aggressive in bringing messages to the consumers using whatever new communication tools to get an edge on the competition. And marketing and PR, by definition, are very creative groups of people. So why is social media, as a communication tool, not being looked at as another important tool for marketing and PR? Are we sleeping at the wheel, or what’s really holding us back? Is the social media concept so difficult to grasp that we’re still scared of it? Share your opinions and comments.

Blogging for SEO Benefits, Plus a Great Side Effect

Cuong Huynh — Fri, 26 Dec 2008 21:36:51 +0000

Blogging can bring excellent and relatively quick search engine optimization (SEO) benefits to a company’s website. Catfish over at BusinessOnline has some great tips for marketers in the blogging department to help with search engine optimization (SEO). Called “3 Top Ways Blogging Enhances Your SEO Campaign“, the article touches on the 3 easy-for-executive-to-understand reasons why blogging is important for any corporation.

In a nutshell, the 3 benefits blogging can bring your business are:

Blogging creates new content opportunities. With blogging, a marketer can write marketing content relevant to any desired marketing message or campaign with very little effort, and without messing up the main corporate website. For blogging to be effective, all blog content should be keyword focused.
Blogging creates new internal link opportunities. Because of new keyword focused content being generated regularly, there are ample of opportunities for internal linking between keywords and other relevant blog posts and articles. And when you automate this process with tools such as the Cross Linker WordPress Plugin for WordPress (as suggested by Catfish), the benefits can be multiplied ten-fold, as older content are given new life with every new keyword linking back to them.
Blogging creates new external link opportunities. Blogging by its nature encourages communication between readers and content creators. If your content is captivating, interesting and useful to others, they will want to link back to your source article, vote for or recommend your content to others on social sites, and subscribe to your content through RSS feeds.

These are all excellent reasons for companies to get into blogging. But there is an additional good side effect from a marketer’s point of view. Blogging provides a critical, yet almost forgotten basic skill a good marketer must possess: the writing skill.

Anyone and everyone can claim to have excellent verbal and written communication skills. But let’s be honest to ourselves and our customers, how much formal marketing communications do you as a marketer actually write? And how often? The fact is we get bogged down in everyday to-do lists and deadlines that we no longer write proper marketing communications. Blogging brings good writing back to marketing communications.

And you know the saying is still true. With practice comes perfection.

So are you and your organization blogging? If not, what are some of the hindering factors? Share your experience with us.

Marketing Autopsy Blog » Marketing Communications

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