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Strengthening Customer Engagement to Propel Your Business

Social Path Ahead – Brian Solis recap October 15, 2010

Filed under: Ideas,Strategy — Carla Bobka @ 1:41 am
Tags: , , , , , ,

Convergence ahead.

This week Brian Solis, author of “Engage,” gave a session on the state of social media and where it’s headed. The session was sponsored by Constant Contact and focused specifically on small business. Listening was like drinking from a fire hose. Here’s a recap of what I caught. There’s also a lot I missed so if anyone can add, please do.

In addition to being a expert on how social media platforms are used, Brian Solis is a sociologist and futurist. He applies both those disciplines to social and digital media to help us see were we’re headed.

* 44% of small businesses have taken to social media to find new customers.
* Geo-location isn’t going away. Foursquare adds 20,000 new users each day.
* Checking in – the act of doing it is an endorsement of your business. Know who those ambassadors are.
* Web site + Facebook, your digital hubs. Others are outposts.
* Facebook is a social hub.
* Mobile Facebook users are the most active users.
* Blogs aren’t dead or sexy; they demonstrate your expertise.
* Twitter isn’t a social platform, it’s an information platform.
* YouTube is the 2nd largest search engine; be sure your video content is searchable.
* Facebook and Twitter are sending more referrals to big brands than Google.
* You can order a pizza or flowers on Facebook.

Social consumers are different than traditional consumers. They want a couple things:

* Affinity, allegiance & exclusivity.

So give them special offers and exclusive content.

Ideas to remember as you engage on social platforms:

* Social media is about brand: Portray the business you want people to see.
* Negative comments on social media are a good thing: Opportunity to improve your product/service.
* Every time someone posts, comments, asks a question, checks-in they are endorsing you.
* Provide value and you will build influence.
* Bring your story to life; show and tell why you are a leader/influencer.
* By helping (not selling) you can grow your business with social media platforms.
* Give people a reason to connect with you AND a reason to stay with you.
* You have to create value before you can capture it. (that one’s from me)

Create editorial and engagement programs to give them what they want. Be flexible in your plan, assimilate new information as you get it. You’re at the mercy of what others want to converse about, so as those topics and tendencies emerge, adapt your plan to include them. Whatever works for your customer defines the direction.

The social web is an emotional ecosystem, don’t leave that out of your program. Too sterile is ignored as marketing-speak. No one trusts that.

That’s it. I’m sure I missed a lot. Anything you think of, add to comments. It was a whirl-wind hour.


Facebook Success Summit 2010 – TweetNotes October 6, 2010

Tonight was the kick-off keynote by Brian Solis, for Facebook Success Summit 2010, brought to us by Mike Stelzner, founder of Social Media Examiner, one of my favorite blogs.

He rocked it. Big time. (not a surprise, but just as good as a surprise). Here’s his book, Engage.

Takeaway – figure out your Facebook strategy. Why do you want to be there. To accomplish what. Pretty soon people will be buying things with Facebook gift cards. Do you want to be ready when that happens? Start now. (Shameless plug – if you want help with these things call me. Wanna do it yourself get the how-to newsletter)

There are so much good info, it was nuts. The best way to share them with you is via the tweets.
Tweet highlights:

  • New definition of KISS = ‘Keep It Significant and Shareable
  • Facebook Success Summit 2010, the premier Facebook marketing event: #FBSS10
  • Reputation, trust, and relationships are earned through our ACTION and WORDS.” @BrianSolis #FBSS10 [Yesss!]
  • “The average ‘liker’ has 2.4x the amount of friends than that of a typical Facebook user.” @BrianSolis #FBSS10 [Wow!]
  • “No brand is an island. People don’t go to your website as much as they used to.” — @briansolis
  • “By this time next year, you as a brand/brand rep will spend MORE time/resources on Facebook than Twitter.” @BrianSolis
  • “Of the 150 million users on Facebook mobile, they are TWICE as active as web Facebook users.” @BrianSolis
  • “Friends, followers and fans are NOT created equally.” @BrianSolis
  • one last fun fact from Brian Solis’ #fbss10 keynote- Those who put digits in their updates are shared more than those who don’t.
  • Product, Price, Place, Promotion… and PEOPLE! Amen! #FBSS10 @Briansolis
  • “Any company that focuses on a higher purpose outperforms companies focused on profit.” @BrianSolis
  • “Social media is about sociology and psychology more so than technology” @BrianSolis
  • “More than 150 million people engage with Facebook on EXTERNAL websites every month.” @BrianSolis
  • “Someone who provides valuable & relevant content is an influencer.” @BrianSolis
  • “Twitter is a network for *competing for the moment*.” @BrianSolis
  • Target will soon be selling Facebook gift cards to buy what will soon be sold there. — @briansolis
  • Great insight from tonight’s keynote. Make sure your social media voice is engaging, empathetic, transparent and authentic. #fbss10
  • “On Facebook: Keep it short and simple. Saturday is biggest sharing day. Include more verbs than nouns.” @BrianSolis
  • “At the end of this – why? Why are you earning this attn?…hoping to earn this attn?” – per @briansolis
  • Those who use verbs more than nouns are shared more. — @briansolis
  • “The most influential individuals on the social web create, post and share content” – per @briansolis
  • “Saturday is the biggest sharing day of the week on Facebook” – per @briansolis
  • “We should look at continuum versus a campaign”…”use day to day engagement” – per @briansolis
  • “If you look at the social consumer, everything begins with search” – per @briansolis
  • “It’s not a fan page…it’s a brand page!” – per @briansolis
  • “Facebook is your homepage for the social web” – per @briansolis
  • “It’s about finding ways to integrate interaction, stimulate interaction in creative ways” – per @briansolis
  • You’re trying to connect with an individual whose attention is thin” – per @briansolis
  • “Individuals are already becoming more prominent than the brands who are trying to reach out to them” – per @briansolis
  • “Actions speak louder than ‘likes'” – per @briansolis
  • “As a brand, your actions equate to social currency” – – per @briansolis
  • “A lot of this is driven more by social science than technology” – per @briansolis
  • Listening versus hearing – this will create empathy w/ customers. Who is doing your social media comms? {communication}
  • “Ask what drives people to share…Who are your advocates?…Who are your adversaries?” – per @briansolis
  • “The 5th P is ‘People” (beyond the 4 marketing P’s of ‘product’, ‘place’, ‘price’ and ‘promotion’)” – per @briansolis
  • …and turning on the 5th P “takes empathy”, says @briansolis
  • “The last mile that we all need to embrace, define and implement is…the human connection” – per @briansolis
  • “Social media is your platform for communicating [your] mission/purpose” – per @briansolis
  • “To hide from this feedback (once you build your presence) is cowardice.” — @briansolis
  • “If you fear feedback, you may have other work to do before you think about social media” – per @briansolis
  • “One of the common themes I hear is the fear of creating an official page” from corps, says @briansolis
  • “Corp social responsibility goes well beyond charity/ contributions [instead] who are you trying to engage and compel” @briansolis
  • Touching on “the fallacy of social syndication” )the idea of taking one update and broadcasting across the web) per @briansolis
  • “More than 150M people engage w/ FB on external websites every month” per @briansolis
  • “People spend over 700B mins/month on FB…30B pieces of content…ave user connected to 80 pages/groups/events” per @briansolis
  • “Twitter brought out the me” says @briansolis, but it’s important to diversify the brand “you”
  • “Facebook is worth more of your time than Twitter” – per @briansolis
  • “It [Facebook] will not be your only focus, it will be your great focus” per @briansolis
  • “By this time next year, you as a brand will spend more time on Facebook than you will on Twitter” per @briansolis
  • Just wrapped the intro of @briansolis and now let’s live tweet his keynote, “The Case for Facebook and What Your Biz Needs to Know”