Improve your results using the social web

improving your results using the social webWhat goes on out there when we use the social web to communicate our product, improve our organisation’s marketing or connect with our potential target? After a year spent observing, analysing and measuring actions and cross-referencing behaviours, this is the pattern that I’ve seen repeated the most by brands, companies and even people and professionals.

Current strategy

  • Four tweets regarding business purposes.
  • Two or three updates of the company’s Facebook page; photos and videos mainly.
  • Spending about $400-600 per month on Facebook Ads campaigns to increase the official page’s fan base.
  • A couple of images in Instagram and Pinterest.
  • One or two links shared on LinkedIn and perhaps another in the group that is closest to our industry and has the most members.
  • Perhaps posting a news item on Google+; you know, for SEO purposes and stuff.
  • Very occasionally, carrying out a promotional video about our company or about what we do, basing it on a current reference that we liked.
  • If we’re lucky, our SME, business or personal brand has a blog. Perhaps we might publish something once a week or every two weeks; more often than not, on a monthly basis. Then we massively (sometimes, intrusively) promote our post (and blog).
  • Sending a commercial newsletter to every contact that has ever given us a visiting card, whoever we exchange emails with, whoever subscribes to our blog or whoever’s in our database through subscriptions.

I’ve also seen lots being said about content marketing and strategy. Although there are some large brands using content marketing (very well in some cases), there are still many smaller companies and organisations, personal brands and self-employed workers out there. I’ve read about 40 posts that talk about content marketing as the trend for 2014. Wasn’t it the trend for 2013? Of course, content marketing is very different from filtering and publishing links that are coherent and that build towards a common goal. This is what I’m talking about.

So, it’s hard to measure change. However, I know that when you’ve done the work that matters, your social media efforts will decrease and be more focused. The more people turning their heads to take a look at you, the more things you should be creating.

The deal here isn’t the content but, rather, the results you get. Create processes that help you achieve your goals. The following ideas may help you improve your results using the social web.

What else can be done?

  • Instead of (aimlessly) publishing on Twitter, try to link with your potential audience more and pay greater attention to your customers. Look for conversations, analyse and measure them and then take action in them.
  • Set up your fan page as a place to get test samples, special offers, peripheral services that are only carried out on this platform (for instance: a form for free samples). Publish blurbs from your customers or show different ways your product can be implemented.
  • Focus your Facebook Ads budget on achieving leads to your end point of sale on your website or online store.
  • Carry out visual contests through Instagram with attractive incentives. Use Pinterest as a catalogue for your products, experiences or featured services. In the case of products, include the price so they can appear in lists of “gifts”.
  • Try to connect through LinkedIn with the contacts that can strengthen your organisation. A sales agent in the UK, a legal adviser in Colombia, etc.
  • Create a community in Google+ with the people who have things in common with what you do and share with them. Use your Google+ page to tell funny, surprising and attractive stories that resonate with your industry.
  • Create a video every month or two explaining the craft involved in the work your organisation carries out (for instance, how you prepare your rye bread or how you prepare fruit milkshakes)
  • Publish the most important thing you’ve worked on at least once a week, explaining what you’ve learnt from it and whatever may serve as a recommendation for your potential target.
  • Work on content marketing based on your strategy, defining the actions you carry out and, most of all, measuring what happens with each piece of content. It should help you.

Was this useful? Did it help your ideas? How do you use your social web to get results?

Photo credit: ntr23

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Human Media Practices

human media tactics - isra garciaA fundamental shift is needed in the way we communicate, market and do business, this shift relies on the convergence of people, human interactions and the Social Web.

Here you have some practices that help to explain the phenomenon of Human Media and how it leverages the Social Web through Human Business Interactions.

Human Media Works

– Human relationships are the core: When I started in New Media, it was early 2008. At the beginning, I didn’t care about making a sale or doing business. What mattered to me was becoming known by a lot of people and it doesn’t mean just introducing myself, if that is all, how many people can you meet on the Social Web on a daily basis?

I started building relationships with people I have things in common, sharing information and thoughts, reading contributions from other people and commenting on them, highlighting people who were doing work that I thought mattered. All of this brought me closer to them, then from time to time I was reaching out to these people to see how things were going. Suddenly, among other things I found myself working on a New York Healthcare company’s social media project, being appointed social media adviser, for a London-based agency, blogging for the number one social media resources site and being hired to speak in countries such as Mexico, Australia or the US. It was simple, I just did one thing, being and remaining human on the Internet.

– The new thing It’s about people: When we launch an online strategy we must look at people, feelings and behaviors and not figures, numbers or stats. Everybody wants to make a quick sale and leave, that’s not how it’s working today. First we must connect creating resonance and then building a relationship based on trust, care, credibility and commitment, then people will not only buy from you, but they will also tell their friends that they should buy from you.

– Human Business rather than Social Business: Businesses are not people and people are not businesses. When we work in projects as for example we worked on Amnesia Ibiza, we don’t focus on the transactions – they happen eventually – we focus in how people interact with the people who is making the engagement and most importantly we focus on how people react when is in the club, then then only thing we do is connecting with them in persona and using the social platforms to take them where they want.

– Electrify the interaction: When you interact with people, connectiveness should arise. The best way to make this happen is giving total freedom to your staff to connect. Guidelines are ok, but are ok just for platforms and tools procedures, no human interactions, don’t be a robot.

– Human simplicity: Look at IBM, Apple, Google, Zappos or Starbucks, they keep connection and interaction simple, accessible and authentic because they know that this is the key.

– Human Branding: Brands such as Coca-Cola show and demonstrate how a brand can be humanized. The emphasis on values and feelings such as happiness, nostalgia, joy…not only this, but they share their successes as well as their failures, which undoubtedly fosters community and makes them more human and appealing.

– Human Leader: I spend more than 60% of my time interacting with people, answering emails, responding tweets, connecting and expanding relations on linkedin, commenting on other blogs, also answering comments on my blog, through Google + and of course, taking the relationship to the real world. The more I interact and connect with people, the more “lucky” I am. I confident for going throughout the 70%.

Thoughts? Do you have more Human Media practices to add?

Photo credit: ChristIAM blog.

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