We Keep Growing, Learning – Alex Earns Masters in Internet Marketing!

The Internet marketing and social media world continues to change rapidly. In fact, communications in general is ever-evolving. That’s why it’s so important for us to continue our education. Part of that is participating in trade organizations like FPRA, going to seminars like Social Fresh, and also formal education.

Today, we’d like to announce some very special news of this genre… Alex Fernandez, Social Media Strategist at PTE has earned is Internet Marketing Masters degree!

We’ve always thought pretty highly of him, but now Alex is well versed in the advanced academic studies of Internet marketing, search engine optimization, e-commerce, and the psychology of the online consumer.  His studies included key areas such as online brand development and consumer behavior / analysis, website usability testing, social and mobile marketing, website conversion optimization, search engine marketing strategy, Internet public relations and more.

“I wanted to obtain a competitive edge in my niche area of social media marketing,” Alex commented, “and the most ‘current’ education possible, considering that the online environment is ever-changing, coupled with my work at Pushing the Envelope, I’ve gained that.”

Alex helps clients communicate effectively through social media and other online platforms by developing fully integrated marketing strategies that enhance a brand’s presence. He has led both regional and national internet marketing campaigns in several industries, including travel, tourism, healthcare, hospitality, education, technology, and more.

If you’d like to pick his brain or learn about how we might be able to help your Internet marketing or social media efforts, contact Alex at alex(at)getpushing.com or (239) 221-2858. He likes high fives, pats on the backs and plus 1s on Google too!

Social Fresh – Part 3

This is the third and final posting of notes from the SoFresh Conference in Tampa last month. This information is from Cassandra Jeyaram, PhD. with IHG and Maggie Fox of the Social Media Group. While they did not present together, their commentary fit well together, so we decided to simplify and put them together.

Both women shared the same ideal – Social Media is a science. You don’t just throw it all out and see what happens. You have to have a strategy with measurable and achievable objectives.

Cassandra Jeyaram, PhD for InterContinental Hotels Group

The top things Cassandra encouraged attendees to consider before posting anything to any social media outlet was:

• People: Who is in your audience? Are you writing for them? If not, you should be.
• Objectives: What do you want to achieve? Consider your posts a means to an end and write them accordingly.
• Strategy: How can you reach the target audience? Not everyone is on Twitter, are you posting to the right place?
• Technology: Which social media deliver on these criteria? Again, go back to your strategy.

In considering these things, take the time to research and develop a strategy. Rushing into using social media will only end in half-baked attempts to gain followers/fans. It won’t develop long-term results, which is the key. Social media isn’t about one offs. Those don’t work in this medium. It’s about building the relationship before the selling.

Maggie seconded this by saying, “Test and refine, don’ just throw content at them and hope that it sticks,” going back to the strategy quotient. What do you want to accomplish? Once you figure that you can set measurable metrics/goals.

We have to acknowledge our “social media ecosystem,” where everything about you/the company is NOT necessarily created BY you. This naturally relates to Maggie’s later point that  “Brands have to think of themselves as media. You have channels, communication tools.” Are you leveraging all your channels (podcasts, Twitter, Facebook, Yelp, blog, etc.)?

A prime example of doing this well is “IHG Confidential,” a series of private online communities. This select database of ultra-loyal IHG customers offers a true representation or demographic of who their customers are. IHG leverages these relationships to ask them about upcoming promotions, get general input, etc.

Engage and save money. These should be two goals for every social media marketer. IHG’s example was the use of members’ pictures. Not only did it give the member a sense of pride and membership, but it also made visitors feel like they too could take that picture or visit that location. The added bonus was an increase in revenue. By using pictures from IHG Confidential members they experienced a 24% incremental lift in revenue.

Maggie also reminded the audience that the content we put on various social media platforms becomes editorial. It’s not advertising anymore. It has an expiration date. It will have high read-throughs and clicks for a while, then it will drop off. We MUST have a plan to post fresh material regularly.

In the end, it’s all about relationships. We have to find the people that matter the most to us/the company and give them an incredible experience with the brand, coaches Maggie.

Social Fresh – Part 2

Here’s the second set of notes from our recent trip to Tampa for Social Fresh (@sofresh). These are lessons from GM’s Chris Barger (@cbarger) as he discussed how the automotive giant used social media to listen and engage consumers as a part of crisis management communications.

They created temporary extended social media team and engaged in multiple social networks and platforms. Their team of 3-5 went to 12 and were tasked with going to Facebook, Twitter, blogs, etc. and listening and telling audiences they were there and ready to answer questions, then following through.

At the same time, Chris and his team ensured traditional media knew of their efforts. Some local TV stations even put the GM twitter feed on their screen during broadcasts. Anytime an exec was giving a live interview, someone was tweeting it and sending out all the questions and answers.

Lesson #1 – You can’t over Communicate

• For general engagement & “normal” business, it’s better to strategize & choose right channels for your goal
• In a crisis, answering as many questions as possible and letting people know you’re listening is vital – both because those affected expect it, and because it introduces your perspective into the conversation – so a broad, all-platforms approach is most effective

Reaching out to influencers: Chris sent out the complete social media/communications plan to the likes of Chris Brogan (@chrisbrogan), etc. telling them it was coming out the next day and asking them to watch. ALL of them wrote about it because it was a great case study, happening live.

Lesson #2 – Let others tell your story

• Others will be interested in how you handle your crisis from a social media perspective. So tell them, and let them tell others.
• We didn’t contact anyone in hopes that they would turn into an advocate. We just wanted them to tell the story – and knew that the story would drive people to us.
• Perceived loss of control is terrifying, but especially during a crisis. Do it anyway. (You never really had control anyway.)

Lesson #3 – Measure, and report

• Keep track of all the positive comments, conversations, etc.
• Share them with your boss/client

To further engage their online audiences, Gm remembered that face-to-face interaction is still king and hosted a Product & Technology Showcase. They invited 100 consumers, influencers & bloggers to experience GM “hands on”. Guests were show everything they have now and product line 3 years out! It was a 2 day event: 1^st, real people who connected on Twitter and 2^nd, bloggers  & media. Powerful, positive response resulted from both groups.

Lesson #4 – Follow Up Matters

• Community will expect continued engagement
• Reputational repair begins with demonstrating change, and the sense that you value the relationships forged during the crisis
• Absent significant follow up, community could see your reputational efforts as PR/marketing.

Lesson #5 – Reputate

• Ray Jordan, Johnson & Johnson – “reputate” as verb rather than “reputation” as noun.
• “Get caught doing the right thing.”
• Google search your company name with “wish” in front. See what consumers wish you had or did.
• Apply principles of community. Actually listen & respond.

There is someone in every digital community who has the “Oprah effect” for their group. Find them, talk to them, listen to them. If they get on your side, then everyone else in the influential circle will be too.

When you’re recovering from a crisis and trying to rebuild a reputation you’re trying to win people over one at a time. It’s one at a time that matters.

Lessons Learned: Final Thoughts

• Open, candid engagement can win admiration, mitigate negativity
• Need to be engaged prior to crisis to have earned credibility
• Engagement during crisis only goes so far: you have to back it up after the crisis with sincerity and action
• Social engagement CAN sell your product, even when your product is something as big as a car
• Success is only half in executing your program; the other half is TELLING people about what you’re doing. (social, traditional, bloggers, etc.) If you have a good campaign or are doing something good, but no one knows, what good is it?
• There is no “over.”
• It’s not a campaign. It’s a commitment. You are promising to be there.