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I love to read. I’m especially drawn to books dealing with various facets of marketing. One book that recently made my reading list in this category is “Now Is Gone” by marketing strategist Geoff Livingston and Brian Solis , principal of the PR agency FutureWorks. I heard a lot about the book a few months back and finally had a chance to dig into it.

"Now Is Gone" serves as a beginner’s course for executives and entrepreneurs looking to add social media to their marketing mix. Even with all of the blogging, tweeting, and Facebooking going on, there still are a lot of people who fall into this category. If this is the case, or even if you need a social media refresher course, I recommend "Now Is Gone" as a good read for three primary reasons:

* The book provides practical, relatable insights about what social media is, and tips on how to enter and succeed in social media in a way that’s right for your business.
* The book features a number of real-life, practical case studies from small and large businesses who are succeeding with social media.
* The book is a quick, easy read. This is especially important since the words “social media” still ignites fear in some people. No matter the level, you will be able to glean information from this book.

Also a treat were interviews taken from Livingston’s Buzz Bin Blog with marketing experts such as Todd Defren, Laura Ries, and others. If you consider yourself a social media pro, this book may not be for you. But, if you are a newbie in this space or are curious as to what others are saying about and doing with social media, "Now is Gone" is a good place to start this journey.

Visit www.nowisgone.com to find out more about this book. And don’t leave the site without checking out a few of the social media marketing case studies.

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story For more information visit www.marcommcreativegroup.com.

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Even in the age of social media, press releases are still a great way to generate news about your business among the media and general public. Another plus about press releases is that you also can use these documents to generate content for other communication vehicles as well. Here are four tips that will help you stretch the content in your next press release.

• Expanded Focus : Most press releases cover the basics of your news topic: who, what, when, where, and why. Add some spice to your release and transform it into a short feature story for your next print or e-newsletter or e-zine submission.
• Social Media : Turn your press release into a blog post or break it up into short bursts of information and tweet about it on Twitter.
• Web Content : Fresh Web content is always a plus. Depending on your press release topic, you can turn your release into a Web Q & A with a key figure, a tip sheet, or even a free case study.
• Refresh Sales & Marketing Kits : It’s always worthwhile to let your customers and prospects know that your business is evolving. Add your releases to print and online sales and marketing kits to help tell your business’ story and to generate conversation that leads to sales.

These are just a few ways to add more bang to your press releases. Feel free to add to the list. We’d love to hear your thoughts.
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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story.

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I was skimming through a few marketing and PR publications the other day and stopped to ponder the change in vocabulary and foundational thinking the industry has experienced in the last several years.

Think about it. The term target audience has morphed into “community,” mostly due to the rise in social media platforms. Instead of focusing on writing copy, we now focus on creating content that can be used across multiple platforms. And, instead of "talking to" consumers through traditional marketing communications efforts, we now engage them, and earn their permission to bring products and services into their lives. (Speaking of engagement, the White House recently changed the name of its "Office of Public Liaison" to the "Office of Public Engagement." A true sign of the times. Click here to read more about this.)

This transformation is truly amazing, and makes me even more excited about what’s ahead in this arena – especially because businesses of all sizes can succeed in this new world by developing a sound strategy that connects them to the right group of consumers. Here are a few more changes that I jotted down:

Was …
Target audience
Talk to consumers (one-way marketing)
Media
Mass Marketing
Press Release
Copy
Web/Link Optimization
Interruptions (Messages/Ads)
Single Platform Campaigns

Now …
Community
Engage Consumers (Conversational)
Permission Marketing
Social Media
Individualized Marketing
Social Media Release (or Multimedia Release)
Content Optimization
Involvement (Experience/Ideas)
Multi-Platform Campaigns

Have anymore to add to the list?

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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Like the majority of the more than half-million people who have viewed the Domino’s Pizza video that’s been circulating the web this week, I was totally grossed out during and after I watched this showcase of employee misconduct at its worst. My fears about what could happen behind the scenes at restaurants had been realized, and it wasn’t a pretty sight.

However, consumer gross-out and probably a few felony charges for the employees in the video aren’t the only thing at stake here. Also on the line is a brand, Domino’s, which thus far has enjoyed a solid reputation among consumers. Not a day goes by that I don’t see a Domino’s commercial on TV or a Domino’s delivery car rolling though my neighborhood.

Overall, I’ve been impressed by how Domino’s has tackled this catastrophic issue. They’ve spent the last few days wrestling their brand from destruction by issuing stern statements and press releases, fielding interview requests, posting video responses on YouTube, and establishing an account on Twitter that speaks directly to this crisis (among other things). I think this response and the incident in general has within it several worthwhile examples that small and mid-sized businesses can learn from as we all get used to navigating the world of social media. Here are a few thoughts:

• Recognize the power of social media : The Groundswell is real. Hundreds of millions of people across the globe are engaged in social media every second of the day, and this interaction will only continue. It’s important that everyone recognize the power of social media, and the people who participate in it. After all, it was the online community that brought the Domino’s employee video to the forefront. And, if you aren’t already engaged in social media in some way, now might be a good time for you to jump in.
• Monitor the web : Do you know your Webutation? If not, now’s the time to find out. Monitor what’s being said about you and your brand in the social media realm through vehicles like Twitter,  YouTube, Flickr, and online in general. The best part about online monitoring is that you don’t need a large budget to begin your monitoring efforts. Start off using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words connected to you or your company.
• Be Responsive : If you do find inaccuracies about your company online, swiftly respond using the appropriate channels. Like Domino’s, your response mechanisms can range from media and public relations, to posting on social media sites, to using your website, or using an integrated strategy.  Your response mechanisms will depend on the severity of the issue. All-in-all, it’s best to get a grasp on the situation before it spreads like wildfire.
• Education is key : If you haven’t already done so, invest in social media education for you and your employees. In today’s environment, even having basic knowledge of this new landscape can be beneficial to your organization’s growth and vitality. If you don’t have a budget to confer with an expert, follow blogs on the subject, find online presentations/websites/articles, or take a trip to your local library and check out a few books on the subject. It also might be beneficial to establish social media procedures for your organization that speak to how the medium will be used, employee participation, crisis response, etc.

These are just a few basic takeaways from the Domino’s case. As this story continues to play out, I’m sure that there will be more lessons that we all can and will benefit from. Are there any other lessons that should be added to the above list?

————————
About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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Wondering why your online networking efforts aren’t yielding business results?  It could be that your networking partners are incompatible. By this I am not suggesting your associates are “bad” people but if the goal is business growth your networking partners should possess some specific characteristics.  In this, the first in a series on the fundamentals of online networking; I want to help you better recognize a compatible industry partner.

What is a Compatible Industry Partner?

A compatible industry partner is one whose products or services compliment your own.  Symbiotic relationships like these have the potential to exponentially increase your referral leads because customers will be naturally inclined to ask your cohort about the services you provide.

An Example

If you plan events for a living a compatible industry partner might be a contact at your local visitor’s bureau.  These people get requests all the time from visiting organizations looking to plan events in your back yard and if you have a trusted relationship with the bureau contact, you will be getting lots of calls.

The Bottom Line

One of the keys to generating regular referrals is being remembered.  This task is made simpler when your referral partners’ customers are compelled (vs. prompted) to make the ask. A stronger focus on incorporating compatibility into your online networking strategy just might keep you from participating in current and future recessions.

Okay, now fire up your browser, visit the Twitter Yellow Pages and locate some compatible industry partners. Subscribe to our blog updates to stay on top of this series.

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It’s a fact that referral word of mouth is one of the most effective means to driving new business to your company but do you know how to get qualified referral leads through your Chamber or any other source for that matter? If your answer to this question is that you do good work and “HOPE” that those you serve pass your name along, then please read on.

Why not throw a connector party? Yeah I call my referral partners, “connectors”. Connectors are people who are hard wired to deliver referrals and I go one step further in my naming by adding to the title; “partners” because guess what, I return the favor so we are in this thing together.

What is a referral party you ask? Well it occurs when you bring several of your best connectors together over food and drink for the sole purpose of meeting others like themselves to ignite relationship building magic. They will talk, laugh and spontaneously begin the lead development process. Because you are the catalyst for starting this chain reaction, your connectors will love you for it and let me tell you the currency connectors dole out as thanks is guess what, more leads.

Lets get this party started right…

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The subject of social networking is still at the end of journalist’s pens and on the tips of the marketing gurus’ tongues but today I am more interested in where your engage your social media escape of choice.  I am an active blogger and Twitterer doing most of my social media work while waiting for delivery of  restaurant meals or for a movie premieres to begin.

In the warm months I can be found sitting by my favorite tennis court setting out the day’s blog post (photo above). Enough about me; tell us where you Twitter?

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In case you haven’t read the tea leaves, web-based video distribution is fast becoming the new multimedia delivery model taking the place of the current distribution scheme where cable associations control what we watch. This new model will see user generated content exist alongside professional productions with the consumer controlling the viewing experience.  If you are a content creator or aggregator what do you need to consider to play in this sandbox?

Production Resources

If you are a content aggregator all you need do to build a programming library is to solicit content from independent producers but if you are looking to create your own inventory the job will be a bit more complicated because you will need internal or outsourced production resources; the complexity of which will depend on the nature of your programming.  A talk show for example requires a set (backdrop furniture and props), fairly involved lighting (for guests and backdrop), multiple microphones with an audio tech, and multiple cameras with someone to mix the footage.  A basic crew should consist at a minimum of a camera operator, audio technician, lighting specialist, director and production assistant.

Content

Without content an audience wants to see, your opportunities are surely limited.  To test the waters use free video sharing sites (YouTube, etc.) as a real time focus group to refine your content and to build a following.  To generate revenue and control the viewing experience you will need to create your own platform which given the current state and economics of web development is within reach of even micro businesses.

Video Distribution Platform

To deliver your newly minted programming to an audience, you will need a delivery platform (station) that enables uploading and management of video assets.  Through the system you should be able to create any number of programs and control the rotation of episodes within each program.  In addition to content management your platform should deliver a rich viewing experience taking advantage of the widely accepted Flash video standard and enabling viewers to easily navigate the program guide to select an episode, all from a single screen.

An Audience

Without people interested in viewing your content your great idea will soon tank but not to worry.  In this age of social media the opportunity to build a following has never been more accessible. Consider building your following by leveraging social networks (Twitter, Facebook, MySpace, etc.), building relationships with successful bloggers in your station’s niche, pitching story ideas to traditional media outlets and turning your program’s fans into a powerful evangelical sales force.

Economics

Let’s face it, none of this stuff is free (website development, production resources, marketing, etc.) and with the big technology vendors (Brightcove, SplashCast Media, and others.) moving from free to expensive paid models; you have to be prepared to make an investment in your dream.  To offset your expenses and generate profit consider selling advertising space on program web pages and within the programming itself (called pre-roll <before the program begins> and post-roll ads <after the program ends>).  In addition to ad revenue you might be able to sell your programming to other web distribution networks and if popular enough to traditional broadcast outlets. Got an idea for a hit program or have you successfully launched your own online video network?  Comment below and let us know.

———–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

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                                  Image by Jeff Milner

Google social media for business and you will drown in a sea of guru advice about how MySpace, Twitter or Blogging are answers to your business’s financial woes but is social media all about the dollars?  I mean, isn’t there something more to the hype than money?

If you do social media right, I mean if you give more than you get here are just a few things your business might realize that are worth more than Benjamins.

Friends better yet, fans

Help out a social media newbie and you might win a fan for life, someone for whom your value is greater than the benefits stated in your brochure’s copy.  A fan will passionately sing your praises to their following potentially spreading the word to thousands.

Input

Large corporations spend millions on focus groups but your well tended social media tribe is a free focus group without the inherent bias of paid participants.

Defenders

If you spend your time in online communities referring business to others, extending a helping hand, adding value to conversations; your followers will excitedly defend you against naysayers and those speaking ill of you. Even if the Apple iPhone has a crappy keyboard, say it amongst the converted and watch out.

Answers

Need a web developer, business coach, marketing specialist or just need a question answered?  Simply raise your electronic hand within your social media stream and chances are someone has exhaustively investigated a solution already.

Ideas

Highly educated and diverse; the social media savvy are flat out smart and the ideas that flow will take you places you never thought to travel.  Just the other day, I followed a Twitter conversation with @jakrose about online community software and scripts and got some excellent insight from his research.

Collaborators

Your online community affords you ready access to capable and willing individuals to partner with on business projects.  If a deal you are going after requires a skill that you don’t offer, reach out to your community and you are almost sure to find a skilled associate.  Find a guest blogger or pitch your know-how for another’s blog, the collaborative opportunities are many.

Referral Partners

Share leads with others within your social networks.  This works particularly well in online spaces as these people are connected to larger communities of nodes who can spread the word about your business at click speed.

The bottom line here is never to forget the “Social” in social media. The quality of one’s life can be measured by the depth of relationships.

———–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

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Chip’s website Chip’s blog LinkedIn Training On Twitter

Raymond “Chip” Lambert is a professional trainer, business coach and all around business development specialist that I met while following a group of Twitterers talking up a conference Chip was presenting at.  The rain of positive comments about Chip’s expertise on creative ways for businesses to use the LinkedIn professional network led me to tap Chip to share his insights with the Customer Flypaper community. Get ready because you are sure to learn something from our little chat.

Give me a quick overview of your business

[Chip Lambert] I train successful professionals how to leverage their book of business and existing relationships to build their “Ideal” business.  I do this through time-tested business development strategies and new social media.  Knowing how to close a prospect is a critical skill - but so is acquiring that prospect in the first place.  Most successful people are sitting on a gold-mine of potential referral business, but they are not mining it because they are caught between “selling” and “servicing”.  I help people to break free of that trap and move to the next tier of success.

What are the mistakes most people make using LinedIn as a business development tool?

[Chip Lambert] They think that because they are “there” something will happen.  There is a parallel offline - networking events.  People show up and assume that because they are “there” that something will happen.  Nothing could be farther from the truth.  LinkedIn is a technological infrastructure for what successful people have been doing for generations - building and WORKING their networks.  It takes strategy and consistent action to really make LinkedIn - or any social media for that matter - work for you.

Say you have 100 direct LinkedIn connections and thousands more indirect…how does one effectively communicate with the network so that people understand what you do and what you are looking for?

[Chip Lambert]  This is a several pronged asnwer: 1 - Write a stellar profile.  People read them. And update it as you and your business change.  LinkedIn notifies the people in your network when it changes - this drives them back to read your updates.  Tell them who you are, why you are on LinkedIn, what you are looking for and what you have to offer.  Then tell them what you want them to do next - provide them a next step - ie. follow the link to you blog - read it;  sign-up for your newsletter - with a link to do so; etc. 2 - use the “What are you doing now” status update feature.  It keeps you in front of your connections regularly.  If you have multiple social media properties - link the status update features with http://hellotxt.com or http://ping.fm.  That way all of your networks or properties are updated simultaneously.  LinkedIn isn’t the only game in town - it has its place.  Mass marketing strategies don’t work here.  But driving them off linkedin can.

What are some third party tools that can add efficiency to managing your LinkedIn account?

[Chip Lambert] Hellotxt.com - Ping FM.  RSS reader - for subscribing to important threads or questions inside linkedin.

What parting words do you have to help people better use LinkedIn?

[Chip Lambert] Get strategic - the tactics fall out of the right strategy.  If you are looking for clients, get clear about who and search them out.  If you are looking for JV or Channel Partners, take some time and set some parameters and get to work.  To get the most from LinkedIn, get active - not passive.

Your Thoughts

Whew, I told you Chip knows his stuff but enough of our rambling. How do you make use of the LinkedIn community? Do you have questions about LinkedIn that we did not answer?  Comment below and let us know.

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