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Archive for January 20th, 2011

Why should my local deli Tweet? or my bike shop? or any business?

Why follow @Sara_G_N_Kerr?

How relevant is it that Tuesday I ate Cassoulet for lunch while sitting on a radiator because it was so cold here? Granted, I usually have more important things to say. But then again, how do I know my readers didn’t run down to the Meritage or Vincent and order a bowl? Days before I’d just read how Cassoulet is perfect for Minnesota winters and over the course of 3 days, baked up a pot of it.

Why use any social media for that matter?

Social Media makes the purchase relationship better, tighter, more creative, and ultimately satisfying.

See In Defense of Social Media by B.L Ochman for her full post or read her blog:  WhatsUpNextBlog. Here is an excerpt from that post:

What it takes to create evangelists and sales with social media:

  1. A great product or service: because if your product sucks (a problem many observers seem to think Burger King has) nothing else matters.
  2. Close integration of digital, social, mobile with offline: advertising, events, PR, direct marketing, sales promotion — Best Buy is a champion in this area.
  3. Entertaining content is a good place to start: ask Blendtec. But that alone is not enough. Not to sound like a broken record: but integration with social media, digital, offline and sales promotion are key.
  4. Including social media in product development: Doing that saves costs in research and testing, and increases brand loyalty — ask Dell.
  5. Selling what people want, using social media, without a heavy-handed pitch: Dell claims that their Twitter presence led to $3 million in sales plus lots of earned media. They don’t hit people over the head with a sales message in Twitter. Their website, online and offline advertising, direct mail and word of mouth convey the brand’s features.
  6. Using social media for customer/tech support: Twitter has led to huge savings in tech support for companies ranging from Best Buy to Verizon to Comcast.

The biggest mistake I see with my clients?

It’s the total lack of integration between real world marketing and and what organizations do interactively.

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Here’s the first of eight questions to ask, an excerpt from keys if you will to blogging success from Lori Randall and The Social Media Examiner

#1: Are You Passionate?

In The New Rules of Marketing & PR, David Meerman Scott urges would-be bloggers to “be passionate about and want the world to know about” their subject. If you need copy written for a corporate blog and you don’t have a fire in your belly for the subject matter, delegate to or hire someone who does.

Even if your business is extremely traditional, readers expect some degree of humanity. They want to know that these posts aren’t generated by a soulless office drone trapped in a cubicle who also writes for 12 other blogs, and gets confused.

Click here to read the full article.

I use this book, The New Rules of Marketing & PR, as a textbook to teach integrated marketing communications. I’ve found nothing better to teach  expert social media users (my students) how create successful plans.

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CHICAGO (AdAge.com) — The number 13 is often said to be bad luck. But not for a group of interns chosen by Campbell Mithun, Minneapolis, which announced today it will hire its group of summer 2011 interns based on an application consisting of 13 tweets sent between Feb. 13 and Feb. 25.

I love that Cambell Mithun will choose their Minneapolis summer interns based on a series of 13 Tweets. How better for students to not only show what they know, but to do it in the process of getting a job.

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