Monthly Archives: June 2011
Can you relate to this scenario? I know I can.
You’re asking a friend or family member for feedback on a decision you’re mulling over. No response. You keeping asking, perhaps even re-framing your question…but nothing. You move-on and seek advice elsewhere, from people who care more.
This type of scenario is often found on social media, from brands (large and small), that don’t listen to their fans. Fans leave feedback, ask questions and want to engage in online dialogue, yet if the brand doesn’t respond…then buh bye!
If you want to grow your presence on social media, listening is vital! By listening you can be in-tune with your fans and serve-up what they want/need. You’re also giving them a reason to interact with you and refer you to people they know. Nevertheless, while listening is vital so is interacting. Don’t forget to engage with your Facebook fans, Twitter followers, YouTube friends, etc. These people are your base; your brand advocates!
Some benefits of listening and interacting:
- People will be more inclined to interact with your Facebook posts and/or visit your fan Page = increase Page views, EdgeRank, referrals to website, etc.
- People will be more inclined to retweet you = increase in Klout score and brand exposure.
- People will be more inclined to do small favors. Some of your fans may be bloggers, why not ask them to do a blog post about your campaign(s)?
- It gives fans a reason to talk about your brand offline as well as online. They feel appreciated and would recommend you to their friends and family.
- It provides an opportunity to improve your product or service because you now exactly what your fans (i.e. customers) want.
- Become aware of what your competitors are saying and doing on social media.
My favorite listening tools. These allow you to search by keyword(s), view Klout score, see top retweeters and more.
Facebook Page Insights
Email notifications for Facebook Page Admins
Twitter (advanced search)
I don’t pay for any of these services, which is great!
What are your favorite listing tools? Any listening tips to share?
Raise your hand if you like the store Target?
Ok, I thought so! That’s alot of hands and I may have seen a leg or two.
I am putting a spotlight on Target’s social media efforts. Target has truly made a splash in the social media space. From what it appears, it’s not all about shopping, it’s about being interactive with fans/customers with games and widgets, stimulating conversation online and putting US (you and me) first!
So, why doesn’t Target just say “Hey all, buy a new HDTV” Because if you create stellar content, like Target is doing, we don’t need to be asked…we’ll shop because we’re happy, entertained and feel that Target appreciates us. Lets dig in!
Target has over 4 million fans and for good reason. They do a great job at keeping fans engaged by using short status updates (some opened-ended, some promotional, some witty!). This is a great way of making the communication to fans diverse and interesting. No fan wants to see promotional or open-ended status updates daily. ANNOYING.
Don’t forget to check-out their Facebook app. How fun! Coincidentally, it’s called “Fun Finder.” If you’re bored at work, how about some Target Fun Finder action? The app is completely easy to make viral with it’s Facebook “Share” and Twitter buttons at the top. Moreover, once you spin the wheel, you’re given more opportunity to make your online activity viral with a menu of options such as “Share Activity,” “Create Event,” etc. Did I mention that when you complete an activity from the wheel, Target awards you a badge that you can post on your Wall? I received the “Ice Cream Innovator” badge.
The messaging on Twitter is very consistent with it’s Facebook page. For example, on Tuesday morning (June 21), Target posted on Facebook:
With the double-posting to Facebook and Twitter, Target is doing a great job of keeping consistency and making sure everyone is hearing the brand’s voice and inspired to take action, whether it’s a Facebook share, comment or “Like,” a retweet, making a purchase online or playing with one of their apps.
It’s safe to assume Target uploads it’s commercials onto YouTube, that’s a no brainer. Nevertheless, they stay loyal to their strategy by ensuring what’s on Facebook and Twitter can also be seen on YouTube. For example, it’s campaign with Beyonce for the launch of her album “4,” which involves a video and you can find a tweet promoting the launch (directing people to it’s online store) and a follow-up tweet featuring Beyonce (directing people back to YouTube).
I am in love with Target’s iPad app. It’s user-friendly, it’s consistent with the Target brand and it’s designed to make Target shopping easier.
I get the weekly Target ad immediately on the app every Sunday. It looks like the print version. This may or may not be a manual process to update the app every week with the ad, but I am so thankful Target updates it!
Check out Target’s other mobile technologies!
So, I ask you. What other brands have you seen that have capitalized on social media and mobile technology? Lets chat about it!
I’m back in LA as of late Tuesday and what a couple of days! I spent the last week in Washington D.C. for work and play. I did some sightseeing and frequented some of the Smithsonian museums. While that was fun, my main purpose for being in Washington D.C. was to do social media journalism for Pancreatic Cancer Advocacy Day. I view social media journalism as method of sharing information in real-time via updates, photos and video. It gives people the opportunity to participate virtually if they are unable to attend in person.
Back to Advocacy Day…the nonprofit I work at holds this event every year since 2006. It’s two days: One day of training 500+ volunteers for meeting with their Members of Congress and one day of actual meetings with Members of Congress (or their staff) on Capitol Hill to ask them to co-sponsor the Pancreatic Cancer Research & Education Act, legislation that will advance pancreatic cancer research.
Last year was my first time experiencing Advocacy Day and I did the social media journalism during the two days, yet it wasn’t as viral as I expected. This year was different. It all came down to marketing the hashtag, event details and reaching out to influencers well in advance and during the event!
This year I was more aggressive in promoting the hashtag for the event: #AdvDay11. I cross-promoted #AdvDay11 and the event details on our other social media outlets about two months out from the event. I wanted the hashtag to resonate with people and promoting it well in advance helps accomplish that.
Here are some other ways I promoted #AdvDay11:
1. Weeks before the event, I contacted the social media savvy volunteers I knew were attending, to help me promote the hashtag and event details.
2. I made sure the hashtag and event details was promoted on the organization’s eNewsletters and website.
3. I worked with the Advocacy team to develop a flyer encouraging volunteers to Facebook and tweet during the event. The flyer was included in all 500+ volunteer Advocacy Day packets.
4. I had the web team embed the @Advocate4PanCAN (Twitter handle I used for this) Twitter stream onto the homepage of the Advocacy website. This allowed people without Twitter handles to interact with our Advocacy Twitter stream.
5. I contacted the staff members of some Members of Congress to inform them about the event and to use the hashtag if the Member of Congress would be tweeting about meeting with volunteers, or to just show support for Advocacy Day.
Event name: 5th Annual Pancreatic Cancer Advocacy Day
Dates: June 13-14, 2011
Location: Washington D.C.
Twitter reach: Over 18,800
The apps I used:
Facebook for iPhone
I hope you found this recap useful and interesting! Let me know if you have any questions.