Building an Online Community with Twitter

Leslie McGraw, CEO of Les Go, gave a fun and interesting presentation on Building an Online Community Using Twitter at LA2M.  McGraw works as a journalist and marketer with a variety of different groups.  “Social media allows me to communicate with all these different groups,” she said.

Leslie McGraw

To build a community it’s valuable to think about the various communities you interact with regularly McGraw suggested.  Keyword, name and hashtag searches can uncover people and organizations in your wheel house.  

Using the Discover button and localizing Trends makes Twitter even more personal and can be a source of tweet topics, following and follows.

McGraw described Twitter as “right now in the world,” and added “If it’s awkward to explain to your boss or your parents, it’s not for Twitter.”  McGraw recommended “Bring life and action to your tweets.  Use things that are happening now, things that people can do or discuss.” 

She suggested topics relating to people, places, movement, activity, dialogue, events or holidays.  Not all events have to be immediate.  Some can be ongoing, like a challenge event.  Choosing to engage one of your Twitter followers can also add interest McGraw explained. 

Foursquare adds movement to Twitter.  Other 3^rd party apps connect Twitter to Facebook so one automatically updates the other.  Some 3^rd party apps used by McGraw include Hootsuite, Tweetdeck, Klout and Quora.  It’s helpful to employ 3^rd party apps but you want to use them without looking like a machine said McGraw. 

McGraw recommended having separate business and personal Twitter and Facebook accounts. “You have your business hat on when you are on your business page,” said McGraw. 

As a business tool, McGraw suggested connecting business events to holidays through Twitter.  I

t can also be used as a connection tool between staff, interns and volunteers.  The more your group tweets together and uses common hashtags, the larger your business will look said McGraw.

Tweets are limited to 140 characters, but for tweets to be retweeted, characters need to be limited to about 125 McGraw explained.  Because characters are at a premium abbreviations are important.  McGraw listed several commonly used word and expression short forms.

b/c = because, b = be, b4 = before, chk = check, cld = could, abt = about, cre8 = create, detweet = describe a tweet, f2f = face to face, fab = fabulous, fav = favorite, nts = note to self, prt = please retweet, tff = thanks for the follow, wtv = whatever, yoyo = you’re on your own, yolo = you only live once

For more Twitter terminology and information McGraw suggested the Quick Reference Twitter Dictionary.  You’ll find McGraw’s entire presentation in the LA2M archive.  You can follow Leslie McGraw at @lesgo4it.

  

The War for the Living Room

Video games have come a long way and so have video game consoles.  Consoles are changing the way people consume media worldwide.  “Consoles are no longer about gaming, they’re about content,” said Brad Mann, Senior Business Development Manager for XBox Advertising.  Mann explained how the console space is changing the way people consume media in his talk “War for the Living Room,” at LA2M.

Brad Mann

Based on the XBox system Mann said, “Entertainment has now surpassed gaming, but gaming hasn’t gone down, entertainment has doubled.”  Xbox now has an app based dashboard allowing frictionless access to a host of entertainment options.  Some content sources require subscriptions, but others offer free media.

Xbox content is available for use on smart phones, Ipads and PC’s.  “This enables consistent use of Xbox content on the best screen available,” said Mann.  Mann explained that primarily content consumption occurs during the day on PC’s and mobile and in the evening through the console.

The Xbox system requires a self identifying log in, so demographic information for 40 million international and 20 million US users is available.  Mann described Xbox users based on this information.  62% male, 46% married, 58% HH income above $60K, average age is 35.  The figures can vary depending on the activity.

Mann said that about 60% of Xbox users are between 18 and 34 years old.  He said that around 40% of this audience consumes little or no standard television.  “Digital and broadcast lines are blurring,” said Mann.

A newer feature of Xbox and Microsoft based PC’s is Kinect.  Kinect allows users to interact with Xbox and PC’s based on a component housed camera and movement of the user.  “The 18 button controller is a non starter with people who didn’t grow up with the technology.  Kinect makes it easier to interact for everyone,” said Mann.

Kinect is used for content access for academic use as well as gaming and media.  “People use it for things Microsoft didn’t think of,” said Mann.

Part of the content that is interactive within the console is advertising.  Interaction with ads averages around 3 minutes.  Ads can include puzzles, trivia, location or product searches.  “Since the log in is the same across all platforms, behavior can be used to generate targeted advertising information contextual for each user.  Relevancy increases interaction,” said Mann.

Ad campaigns are scalable to a DMA and targetable based on demographics and behavior.  Content from other sources can be used to generate advertising messages for Xbox.  Xbox advertising is not pop up based and can be turned off by the user. 

Xbox can also be a social media experience.  “4 million messages per day are sent between gamers, making it the largest TV based social network,” said Mann.  Additional interactions and partner apps are expected in the near future for Xbox.

  

Covering Live Events with Social Media

It seems like everyone is involved with event planning.   Whether it’s through work or volunteering, event involvement is part of the picture.  Promoting an event is essential to successful results, no matter how that’s quantified.   Social media has become a cornerstone of event promotion.  It’s a vital tool in the promotional toolbox. 

Richard Retyi, Social Media Director at Fluency Media shared his expertise on using social media to promote and cover live events before a receptive audience at LA2M.  Retyi’s has impressive experience in working with social media for a who’s who of big name clients.

Richard Retyi

Retyi’s talk was an enlightening and practical step by step tutorial in maximizing social media benefit for live events before, during and after.  Any successful marketing effort begins with planning whether it’s for your own event or if your organization is part of an event.

Begin by researching who will be there and what social media channels they use.  Look for participants, influencers, speakers, bands and whatever applies to your event, Retyi recommended.  Include their feeds in an online hub that will aggregate all things informational and social surrounding your event. 

The hub you create can be part of your website or a separate site.  The hub should include access to all important event information, explained Retyi.

Create a FourSquare geo location and most importantly a hashtag that is short and specific to the event.  Use other media like email to round out your promotional picture, Retyi suggested. 

Retyi said when it comes to planning for the day of the event you need to ask yourself, “What do you need and what will work best for the event?”  He said, “You need to plan your equipment and support for the equipment and prepare for the weather.” 

Advance preparation also includes knowing what channels will be used and staffing for appropriate coverage.  “One person on site can tweet, get information and take photos,” but two is more ideal explained Retyi.

“Twitter is where live events live.  Twitter is a quick glimpse with photos, it gives people a flavor,” said Retyi.  Tweeting 5 times per hour and every other hour posting on Facebook and using on online photo book is about optimum for most events, explained Retyi.  Google+ and Instagram are also good social sharing assets.

“Make sure to send all posts to your online hub for complete updates,” said Retyi.  Photography doesn’t need to be fancy. “Get creative.  You aren’t a professional.  You aren’t getting the highest quality with mobile. So get unique,” advised Retyi.

Coveritlive can generate a unique live interactive experience that allows for live chat, video and more.  Google Hangout can be used for live backstage chat, Q & A and more.  Moderate and display tweets and meet ups to add another dimension, suggested Retyi. 

Build a pre-event play list on Spotify if you are promoting a music event.  Utilize Turntable.fm to create an off line music experience that replicates a live show.  These are some of the tips and tools Retyi suggested to make your event audience experience unique on and off site.

Once the event is concluded Retyi recommends doing a wrap up.  “A photo heavy blog is easiest.  The next time you do the event you can push people to the post.”  WordPress or Tumblr are suggested blog sites. 

Storify for curating hashtags, photos and tweets is preferred.  “Curate your work as a repository to use in the future,” said Retyi.  Event generated content can be re-purposed on your website, in an e-newsletter and other collateral channels.

Retyi said you can gauge the success of your event and social media promotional activities by looking at impressions for hashtags, how many impressions the account got and how authoritative the re-tweeters are.  He also suggested looking at what were the most re-tweeted tweets, as well as engagement with photos on Twitter and on Facebook.

You can follow Richard Retyi at @RichRetyi.  To view the entire presentation, go to the LA2M event archive.

  

10 Digital Marketing Resources to Impact Business Success

Derek Mehraban, LA2M founder, CEO of Ingenex Digital Marketing, author and instructor at Michigan State University did exactly what any great teacher would do.  He gave just enough information to educate and tantalize the LA2M audience on April 18^th.  Mehraban chose 10 Digital Resources to Impact Business Success from his handy book, New Media Driver’s License Resource Guide.

Mehraban has taught digital media strategy to over 1000 students and along the way many of those students have suggested informative resources on topics like web design, blogging, SEO and digital PR.  Many of the resources are included in the Resource Guide as well as resources suggested by professional colleagues. 

The book is intended to be used with www.newmediadriverslicenseresources.com which lists web sites that provide more in depth expertise on the topics included in the book.

Derek Mehraban

Mehraban focused first on SEO.  Andrew Miller offers excellent advice on not only standard web site optimization but also mobile optimization in his post http://www.yoursearchadvisor.com/blog/optimized-site-now-what/.  He also explores converting visitors to customers, building email relationships and soliciting feedback.  All of these are important topics for marketers and business owners.

Mehraban pointed out www.techmeme.com as a resource for cutting edge tech news.  The site was started in 2005 by Gabe Rivera as an automated news curation service.  In 2008 Techmeme added human editors to enhance the algorithmic collection method.  Techmeme is considered a leading news source for the fast evolving world of technology.

David Meerman Scott offers his helpful free marketing strategy planning template on his site www.webinknow.com at this link http://www.webinknow.com/2010/07/free-marketing-strategy-planning-template.html.    Mehraban said, “Marketing is a marathon, not a sprint.  It’s a long haul discipline of daily tasks” 

The marketing strategy planning template offers a daily marketing to do list to keep marketing and PR efforts on track explained Mehraban.  A diagram of suggested digital marketing tools, strategies and interconnections is also included with the template.

Mehraban said www.Techsmith.com/snagit is a handy tool for capturing and sharing information on your screen with others.  It can be used for instruction, documentation and collaboration.  www.techsmith.com also has video and audio editing and sharing products as well.

Successful and engaging blogging can be a real challenge.  Mehraban suggested reading 50 Can’t Fail Techniques for Finding Great Blog Topics at www.copyblogger.com/brainstorm-blog-topics. 

He said, “Blogging is an important tool.  It’s interactive or it could be.  It’s instant, it’s free and it could be at the core of your strategy.”  He used the Ingenex blog www.thedigitalbus.com as an example of a blog working to improve engagement through content.

Mehraban noted www.gregverdino.typepad.com as a resource for understanding the shift in marketing from mass media to micro messaging.  Greg Verdino recommends reaching out to customers and potential customers with individualized, personal marketing, especially Gen Y.  This strategy can be applied to both B2C and B2B. 

In his book, MicroMarketing, Verdino uses the example of Ford loaning 100 new Fiestas to 20 something’s active in social media.  Each participant was required to engage in a series of activities and spread the word through social media contacts.

Included in Mehraban’s book are Greg Verdino’s top picks for social media resources.  Among those are www.DarrenHerman.com.  Herman is a media, advertising and technology entrepreneur.  A link on Darren Herman’s blog connects to a YouTube video of marketing pioneer and genius David Ogilvy. 

Ogilvy talks at length about big media and big agencies using the wrong concept in marketing.  Ogilvy says mass marketing isn’t effective, big media and big agencies don’t think in terms of selling.  He recommends having a direct marketer vet ad copy before it’s presented to a client.  http://www.youtube.com/watch?v=Br2KSsaTzUc is the link to watch the video.

Mehraban suggested reading a short article on Siliconrepublic regarding the social media strategy of the President Barack Obama’s reelection campaign.  The social media strategy of the campaign revolves around individual interaction, contact and group self selection.  Mehraban recommended visiting www.BarackObama.com to explore the complete array of social media use.

Mehraban’s final recommendation was an article on www.Brainsolis.com entitled The Three C’s of Information Commerce: Consumption, Curation, Creation that is found at http://www.briansolis.com/2010/11/the-three-cs-of-social-networking-consumption-curation-creation/.  The article covers different types of web users, on line behavior and activities, Mass Connectors and Mass Mavens.  Within that context, marketers and businesses need to understand the “egosystem” in order to effectively engage their audience, influence, brand and market.

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ou can follow Derek Mehraban at @mehraban.   

The What and Why of Mobile App Marketing

Mobile apps are a very hot marketing topic right now.  With the sale of Instagram for $1 billion, who wouldn’t want to know more!  Founder and CEO of VizNetwork and VizChef, Tom 

Crawford is a communication, app development and cooking expert.  Crawford was the right person to break down the mobile apps marketplace by category and function. 

Tom Crawford

By learning from Crawford the purpose and value of apps, business owners attending LA2M on April 11, 2012 became better equipped to decide if and why a mobile app made sense for their company. 

Generally speaking, mobile apps are used for advertising, customer interaction, marketing and fun explained Crawford.  Business owners can start by looking at what their direct competitors are doing with their apps.  Be sure to think in terms of an app idea that will help your business be more successful recommended Crawford.

Crawford used existing Apple apps as examples to describe the purposes of mobile apps for businesses.  He explained that not all companies need apps, by pointing out that 19 out of the top Fortune 25 companies have apps.  Not all apps are created by that company for that company, some may not identify the company and others may be for customers and employees only, Crawford said.

Companies use apps to push out information.  Other company apps are used to engage customers through relationship interaction.  Some companies also design apps that are subtle marketing tools that employ fun or services to engage the user.  Retail apps are also available, but Crawford chose not to explore that category.

Some apps operate like a product or event brochure Crawford said.  The Ford Mustang customizer app allows the user to design a completely unique and impossible to order Mustang that can battle against other virtual Mustangs.  GE offers an app to help potential customers choose lighting through interaction based on a photo of their room.  Trade shows can use apps for event navigation and product finders. 

Crawford pointed out that all of these are all about delivering company information.  He also mentioned school sports stats access, annual reports and other informational uses.

Customers interact with companies through apps that allow bank account access and support loyalty programs.  Customers can schedule auto service appointments, research investments, track airline points, order pizzas and even have home improvement project questions answered through company interactive apps.  All of these are intended to drive demand and entrench customer ties with companies explained Crawford.

“Pain points” are a good source of ideas for apps Crawford said.  Users appreciate company created apps that offer information like wine pairing, recycling locations, ski reports, stain removal tips, language translation and recipes.  These apps are created by companies but don’t directly push sales of their products. 

Crawford explained these types of apps are for branding and image building.  IBM has a “Minds of Math” app that enhances their image through association.  Verizon does something similar with a thought leadership app.  Activities, games, photo albums and sweepstakes are among the entertainment oriented apps available to mobile users. 

Crawford‘s overview of the types and functions of mobile apps gave those attending a framework to consider the pros and cons of developing a mobile app for their business.  In conclusion he advised, “Be unique, be useful and do it right.” 

To view the entire presentation visit the LA2M event archive.  You can follow Tom Crawford at @viznetwork or @vizchef.

To Twitter and Beyond

Mark Johnson of MARKITECT is a Twitter specialist extraordinaire.  After close to 2 years on Twitter, he has around 7,200 followers using 2 Twitter handles.  He averages 50 tweets per day and adds approximately 10 more followers every day. 

Johnson wasn’t an overnight Twitter maven.  When he began to build his following, he spent 3 to 4 hours on Twitter per day.  Now his tweets are mostly automated and his follower growth is organic.

Johnson gave some very helpful recommendations on how to get started on Twitter.  He suggested posting a short bio on your Twitter page that relates specifically to your specialties.  Johnson also suggested finding a custom background by googling Twitter backgrounds. 

Developing a following on Twitter begins by building a network of like minded Twitter users that you follow first, explained Johnson.   Twitter users with similar interests that you follow are also likely to follow you.  Re-tweeting their content also enhances the possibility that they may follow you also.  

Exploring follower lists of Twitter users you follow is another way to discover like minded users, Johnson suggested.  Following a few well known names or brands can highlight your interests and specialties.

Tweet content and frequency can also have an impact on growing your followers.  Here are some Twitter Do’s.  Johnson suggested tweeting at least 3 times per day and no more than 20 tweets per day.  Johnson said, tweets should “be useful to others”.

Recommended content includes links to blogs, websites, videos, pictures and other content.  Twitter is spontaneous without enduring impact, so including trackable links improves the longevity of the message, Johnson explained.  Relevant hash tags and brand mentions add weight to your message.

He said it’s important to thank others for re-tweeting your content.  Johnson advised using a dashboard like Hootsuite or Tweetdeck to organize your Twitter activity.  Categorizing your followers will make future tweeting more manageable said Johnson.

Johnson emphasized that tweets shouldn’t be too promotional.  He said, “Don’t push content out.”  He added, “Don’t make your tweets too cryptic.”  Some abbreviations can be unclear, Johnson said. 

Your other online media should direct your followers to your website or blog, advised Johnson.  Your tweets should integrate your other on line media which directs to your website.  Your website should have your content embedded from your other on line media.

Johnson attended a home improvement event where he tweeted at the booth of a major brand.  The tweets were noticed by the company’s social media director.  As a result, Johnson was invited to guest blog for the company.  He has also hosted home improvement industry Twitter chats that included a slide share presentation. 

He is currently managing the social media campaign for Green Builder Media’s VISION House in INNOVENTIONS, at Epcot Theme Park, in Walt Disney World.

Mark Johnson FAIA is principal of MARKITECT, a consulting practice focusing on marketing, education and social media for the design and building products industry.  He is a FAIA architect, AIBD Professional Building Designer and NKBA Certified Kitchen Designer.

Making the Ask: Referrals and More

Greg Peters, of The Reluctant Networker, is a self identified nerd, a computer programmer with a degree in mathematics and a sci fi aficionado. He told the LA2M audience he understands what it’s like to feel awkward in networking situations.  He said if you would prefer a root canal to networking, then you know what he’s felt like.

Peters explained that purpose and preparation are the keys to more comfortable and valuable networking.  Using the example of a birthday cake, he said if someone asks for a cake, they probably won’t get what they really want.  Peters said, “People want to help out,” but we need to be specific and exacting about what we want or need.

“Other people have their own lives and don’t have time to figure out what you want,” Peters explained.  He recommended asking for a referral that is exactly the right target market for you business.  He said, “The better we are able to describe it, the better the referral we can get.”

Peters said a similar principle applies to choosing networking events.  It’s important to network with the right people.  “By knowing what we want, we will know who to ask,” he said.  That applies to networking situations and existing relationships.

Perceived effort and risk will determine how appropriate a request is, Peters explained.  People generally value their reputation over any material object and a referral is lending their reputation, he said.

Peters used the acronym ART to describe networking relationship stages.  A = Awareness, which is the beginning of a networking relationship.  At this stage, it’s best not to ask for much because people are just getting acquainted. 

R = Relationship and that is broken down into 3 steps, said Peters.  R1 is the beginning of relationship development and becoming aware on a surface level of fulfilling needs.  R2 is being able to ask for referrals to some peripheral level in their network.  R3 is a more complete relationship which may include knowing about their family and their business challenges.  At this stage, each party is looking out for the needs of the other and can ask to meet anyone in their network.

T = Trust, when the people become like family or like business partners.  Peters explained that not every relationship can be taken to the trust level.  Some people are always just business associates. 

Peters said a good comparison to relationship trust is the level of water we could float on.  Is it a puddle or an ocean?  The more water, the larger the object that will float and the more trust in a relationship, the bigger favor that can be asked.

Peters said of building a relationship, “The best way is to ask how you can help, with sincerity and actually caring.  Otherwise you are a user.  You help them out first without expectations of results.” The relationship must include sincere caring and respect for the other person. 

If we receive a referral, it helps the giver if we are appreciative and offer feedback on the results.  This helps them to not waste their time.  Knowing what works and what doesn't is valuable information.  A referral may not work out because it’s not a good fit, or it just isn’t a good match.  A referral may turn out to be a great fit and a home run. 

Peters recommends rewarding someone for a referral by at the very least saying thanks.  Sometimes a lunch or a small gift are appropriate as a thank you but not as a payment.

“At the base of it, networking boils down to ‘so that’” said Peters.  It’s so that we can build our business, take care of our family, support nonprofits and so that we can create a life of significance.