Archive for the ‘search engine optimization’ Tag

Corporate Social Media Roadmap

One of my contacts on Twitter posted a reply back that “Social Media is a Fad”. I have been thinking about that for the last couple of days. There is a tremendous amount of momentum around leveraging social media for business. This isn’t the first time that I have heard this in the last several months, but I guess perception is reality.

So, to that end, I have outlined a social media roadmap for those who are trying to “figure out” if the hype will lead to something real. I have been around enough to have seen this conversation a few times; websites, ecommerce, web applications, and now social media. This simple roadmap is targeted to those who want to do something, but are having a hard time presenting a business case, especially in this economy.

Social Media “Crawl”

  • Make sure your team has a complete profile on Linkedin –It would be nice if they were on Plaxo, Facebook, Twitter, etc.; but make sure that the profiles are complete and up-to-date; including past roles. For a lot of potential buyers, awareness of your company comes through an employee’s profile. Make sure they have a good impression.
  • Make sure that everyone has the same basic description– For the company, links to the various pages on the website (including one to careers). Also, make sure there is consistency in the company name (ie. Abbreviations, LLC on the end, Website name, etc)
  • Create a social media policy for employees– There is a fine line between personal and private. Social media can blur that line, especially on Facebook with pictures. Make sure that policy also includes connections to partners, vendors, customers, and other employees. I am not recommending that you curtail their ability to interact with online relationships, but make sure there is protection for the company.

Social Media “Walk”

  • Inventory Corporate Online Relationship Networks – You will be amazed at who your team is connected and no one else knew it. “I needed someone who could do this” or “We need an introduction to X”.
  • Identify who or which companies are missing – a key to successful networking is getting outside your own network. A lot of times it is the 3rd degree relationships that can produce the greatest opportunities.
  • Run a networking program for employees – Sales people and Executives generally know how to network, but the vast majority of employees don’t. But, they represent the vast majority or potential introductions as they had lives and experiences prior to joining the company.
  • Build an Online Relationship Campaign– This isn’t going out and collecting 25,000 random twitter followers, but building online relationships (across multiple social media sites) with the key influencers, bloggers, buyers, vendors, and participants in your industry. If the saying is “Sell where the customer is…” ; you need to start a program of connecting to them online.
  • Start an enterprise blog on your website– designate a team approach to creating an online thought leadership center for your company. Tie your blog updates to your social media participation. I update my Linkedin, Twitter, & Facebook every time I create a new post. It provides content and value for your connections; at the same time, creates a call to action for your website.
  • Cross Pollinate Your Traditional Marketing Database with your Social Media Contacts– I add all of the new contacts that I meet into my Linkedin and other social media accounts. Social CRM is becoming the new “hot” thing as companies are trying to manage the multiple (potential) customer communication channels.
  • Multi-Channel Marketing now Includes Social Media– I have been integrating my social media contacts into an email campaign list that I send my weekly blog digest. I have gotten a tremendous boost to my blog traffic by integrating email, social media, and traditional networking. A multi-channel, integrated approach allows you to reach the potential customer where and how they want to communicate. Especially with our busy schedule and email overload, don’t assume because they did not repsond that they are not interested. They may not have really “seen” the message.
  • Be Respectful– don’t SPAM your social contacts with random messages. Make sure that what you send them provides value to your network. They may not want to buy, but they will respect your attempt at providing value to the relationship and credentialing your thought leadership.

Social Media “Run”

  • Building your own online community into your corporate website – Use social media components to create a more compelling interaction on your website. Also, this provides great search engine optimization, thought leadership, differentiation, lead qualification, customer experience management, etc.
  • Build public, semi-private, and private group areas in your community– Provide value without a login through public groups, but encourage them to sign up (membership) to see a lot more. The private group areas are then used to continue the sales pursuit and provide individualized customer support.
  • Integrate your community with your marketing and sales activities– By integrating your online community, you provide a call-to-action for your outbound sales and marketing efforts. Also, this allows you to leverage your corporate website more effectively during the transition from marketing awareness and interest to sales process and lead management.
  • Integrate your community with Social Networking sites– Google, Facebook, and Linkedin all have member APIs that allow someone to use their membership in third-party communities. This removes one major obstacle for people to participate; the dreaded sign-up.
  • Integrate your community with your Enterprise Systems– Integrating your existing content and data with your online community is important because it allows you to leverage the investment in your existing CRM, ECM, etc. systems more effectively.
  • Leverage Web Analytics and Lead Scoring –An online community provides a trememdous amount of interaction data that can be measured, scored, and utlized for lead qualification.

Social Media “Sprint”

  • Integrate your business processes with your online community – Customizing the interactions of the community for your business processes; customer experience management, sales support, Call-center, project delivery, supply chain, partner management, etc. This means that different audiences interact within the community, but have personalized experiences based upon their roles and goals. I serve up a different forecasting dashboard in the Product Management Group versus the Sales Group.
  • Reimagining your Information Architecture– Some of the leading organizations are rethinking the traditional ideas around organizational Intellectual Property. They are begining to build flexible information architectures whereby the “community” is really the presentation layer for their corporate systems. They build interfaces as “application mashups”. Your access to information and applications is based upon just-in-time rights management. If I am working on a project, I get invited to the project group that has all of the project history, notes, documents, and applications that I need to interact with the project team. This also then is extended outside the organization to partners and customers. The enterprise is no longer a “castle” with a moat and a drawbridge, but a modern city with buildings, doors, locks, security systems, etc. This allows for more effecient business scalability.

At the end of the day, I don’t see social media as a fad. I think the hype factor will dimish along with the effectiveness some of the early adopters have been able to drive, but I see online social interaction as the next logical step in the evolution of the web and business.

Decoding Marketing: BtoB CMOs Integrating SM, SEO,Lead Gen, CRM, MCM, and M$trics for Success

What? Let me translate…

B-to-B = Business to Business

CMO = Chief Marketing Officer who has responsibility for Strategic Marketing, Product Management, Product Marketing, Channel Marketing, Marketing Communications, Lead Generation, & depending upon the nature of the company Customer Service.

SM = Social Marketing; both the external Social Media properties like FaceBook, Linkedin, Twitter, YouTube, etc, as well as, the branded online communities built as a part of the corporate website that leverage social media components and generate a ton of user content.

SEO = Organic Search. SEM is Search Engine Marketing whereby you pay-per-click for placement. SEO is better, but you have to be on the 1st page of organic search to really get placement. There are some really effective strategies leveraging online press releases, PR, cross-linking strategies, user generated content on your website, targeted meta-tagging, and more focused website content.

Lead Gen = Lead Generation, meaning the qualified stuff, not the “IP address 123.345.128 visited your page at 12:35am”. I mean the stuff sales organizations appreciate; qualified, interested, and clearly identified, preferrably educated, but ideally a referral. Inbound leads are a reflection of your outbound activities. If you are scatter-shotting your marketing activities, throwing stuff up against the wall, without a clearly coordinated call to action, you will have trouble with leads. Good marketing aircover involves multi-channel, clear value communications, and targeted to potential buyers where they buy. As a friend said the other day, “one message is ok, a campaign is better, a relationship is the best”. Relationships take time, multiple interactions, and can’t just be about the transaction….

CRM = heard about a new company doing Social CRM which brings all of your online social media contacts from multiple sites into your CRM. COOL! Now, take it one step further and find a way to bring those contacts into a dialogue on your website about attributes of your offering that is of interest to them… priceless…

MCM = Multi-channel communications, an essential tool in today’s world. Not the end-all, but a significant, important tool to managing your outbound marketing. The ability to coordinate marketing communications, target market specific interactions, and tie all of that into your CRM system is a strong foundation. I am talking with a leading Multi-channel Marketing firm this afternoon to find out there strategies for integration social media components into their lead scoring systems.

M$trics – A cute way of saying metrics. Marketing cannot get quantitative enough in my opinion. We need to make sure that we have clear ways to measure the impact on the business; whether through a direct ROI or the ability to affect the conversion from one stage of the sales process to the next. At the end of the day, Branding disconnected from the Business is hard to justify.

Success = Integrated marketing strategy that helps position the company & the product above the competition, drives awareness in the market, generated leads, and help position the company to get referrals and repeat purchases.

Plan = Without a destination, it is hard to figure out if you will arrive….