3 Requirements for Social Media

by Sean Nelson on August 11, 2010

social media sonar pep talkIn social media you really only have one thing to set you apart from your competition…content. Now content is a pretty encompassing word and I guess you could say in life all that you have to set yourself apart is the content of your actions, the content of your beliefs, the content you speak, and so on.

So to be more specific the only content that will set you apart in social media is buyer centric content …content that speaks to your prospects in their voice from their perspective. The old adage that there is no “I” in team applies here because you and your prospect form a team. And just like a coach seeks to get his team to perform at a high level, you need to get buyers to to take action.

You never heard this pre-game speech in the locker room. “Team today is a great opportunity. We have a chance to do something important. If we win I will have reached an incentive clause in my contract that will pay me an additional $50,000. In addition there is a likelihood that the big state university will hire me to fill their vacant head coaching job. We are going to win this game if for no other reason than its important to me.”

Don’t do the same by using social media to sell you or your products. Instead use it to educate, inform, and solve problems. And these are not the problems that you see but the problems that prospects see. Often as marketers what we think are the problems to be solved are not the problems our customers are trying to solve.

Then once you have the right perspective you just need to ensure that your content is:

  • Interesting
  • Exciting
  • Valuable

Its not hard to hit at least one of these three but remember that headlines can capture interest or generate excitement, but if the content you drive people to fails to live up to those expectations (no value delivered) you failed even though you achieved one or two.

The surest way to ensure that your content meets all three is to create your content based on what your prospects hope to accomplish, solve, attain, eliminate, etc. Show them how to solve a problem and they will be interested, excited to eliminate the problem, and will find value in your content.

You’re the coach, now go out there and fire up your team.

I’ve been writing this blog since January of 2008. Be sure to check out some of the other posts. If you need help or assistance with developing and implementing a social media strategy call us at (404) 663-3997, send an email to results@sonarconnects.com, or visit the SONARconnects site.

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How’s Your Social Media Swing?

by Sean Nelson on July 7, 2010

golf swing Hows Your Social Media Swing?I’ve heard it all. Social media is the greatest evolution in marketing to its the biggest waste of time and money. I agree with both. Its not the tool itself but how it is used.

If I had Tiger Woods’ golf clubs I would still suffer the same severe handicap. I do have a Ken Griffey Jr. autographed Louisville Slugger but I’m not likely to do more than stir air if I faced even your average major league pitcher. Its not about the bat or the club; its about the swing.

Hitters in baseball have batting coaches and even Tiger has a swing coach. Today we’re going to take a look at some basics to craft your social media swing.

Club Selection
Each hole that a golfer plays consists of weighing different factors to determine which club gives him the most likely chance to succeed. On a par 5 the Driver is likely to come out of the bag first. On shorter holes its maybe a Wood or an Iron.

In social media your club selection includes things such as Twitter, Facebook, LinkedIn, You Tube, Flickr, Blogs, Websites, Landing Pages, Digg, Stumble Upon, 4 Square, PR Web, and the list goes on and on. You just need to choose the right club that will help you best put the ball in the cup.

Unless a golfer hits a hole in one each hole is likely to involve multiple club selections. The same is true for social media. When you craft your strategy you should be able to determine which of your social media clubs can help you achieve your goals.

The Right Swing
I normally hit my pitching wedge about 120 yards with a full swing. If I’m only 90 yards out I’m going to go a little easier on the swing. If I need to quickly get over a tree I’m going to play the ball towards the back of my stance. I vary my social media content in the same way, dependent upon the shot or response I’m looking to craft.

You really have a tremendous number of opportunities to craft content. Some of your options include Tweets, Wall Posts, Notes, Events, News Articles, Discussion Posts, Blog Posts, Video, Podcasts, Photos, Press Releases, Apps, and more. In golf the swing is the most important piece and in social media its understanding your communication options and crafting content that allows you to share value.

Ratings and Attendance
Professional athletes earn a lot of money for the skills they have mastered because fans buy tickets or the products they endorse. Look at the attendance differences at PGA events over the last 10 years when Tiger woods entered a tournament verses when he didn’t play in an event. There was a definite difference in perceived value.

In social media people will engage with you or your brand if they perceive value. Your job is to understand the value that your prospects are looking for. It could be white papers, applications, tools, or information presented in articles or blog posts. It also might be discounts, coupons, or special offers to those who follow, friend, or connect with you.

Fail to understand and deliver the value your social networks are looking for and you’ll spend a lot of time with little to show in return.

Be the Ball
If you want to use social media successfully then you need to have a plan. Too often companies simply start tweeting or connecting without a defined purpose. Its easy to be a hacker; being a professional takes a lot more time and effort.

Social media can make a difference or it can be a huge waste of time. Its how you use the tool that will determine if you break par.

I’ve been writing this blog since January of 2008.  Be sure to check out some of the other posts.  If you need help or assistance with developing and implementing a social media strategy call us at (404) 663-3997, send an email to results@sonarconnects.com, or visit the SONARconnects site.

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The New LinkedIn Inbox

by Sean Nelson on June 4, 2010

I woke up this morning and saw that LinkedIn finally aded the new inbox to my account.  I first saw the inbox about 2 months ago and wondered when it would be released to more people.  Most of my client’s still have the old inbox, so if you have not been upgraded be patient.  It should roll out over the next couple of months.

Here is a video of the new Inbox. http://www.youtube.com/watch?v=J5byAdvz2Pg

Do you have the new inbox?  What do you think about the addition of a delete button and the removal of the “I Don’t Know” button?

I’ve been writing this blog since January of 2008.  Be sure to check out some of the other posts.  If you need help or assistance with developing and implementing a social media strategy call us at (404) 663-3997, send an email to results@sonarconnects.com, or visit the SONARconnects site.

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Top Moments in Social Media

by Sean Nelson on May 24, 2010

1752089487 72c73b3cac m Top Moments in Social MediaI was doing some research the other day and decided to see if I could find the definitive moments in social media.  I was able to find numerous yearly top 10 reviews but didn’t have much success finding a list from the early 2000′s to today.  So even though I didn’t find  ”the” top moments, I did find some moments that I think would at least be on the list for consideration.

  1. iPhone is Launched
    Prior to the iPhone launch cell phones could access the internet ..the iPhone just did it phenomenally better. From the touch screen, to the emergence of apps, to actually being able to read a website on a smart phone, the iPhone took mobile by the hair and dragged it from cool to useful.

    It didn’t take me long to pass my Blackberry on to my wife so that I could sport an iPhone.

  2. Iran Election Protests
    There have been revolutions and protests in closed nations before. Twitter though gave a face to the Iranian elections protests, allowing previous restricted content, photos, and stories to make it past the media monitors and filter to the masses.

    Lack of a free press is no longer a hindrance to the truth being told or shown. [click to continue…]

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Is Your LinkedIn Email For Sale or Trade?

by Sean Nelson on May 18, 2010

sleazy Is Your LinkedIn Email For Sale or Trade?I’m fairly open about how people connect on LinkedIn. You want to be an open networker, I’m with you. You want to be a closed networker, hey if it works for you great. Whichever way you choose you still have a obligation to those you connect with to guard the information you have gained through the connection. It really would not be cool to do something like downloading your contacts to a csv file and then trade your file with others like Topp’s Baseball cards.

Here is a LinkedIn message that I received (I’ve chosen to remove the identifying information. I have left some references so that you will recognize the message should you receive it) [click to continue…]

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When to DIY and When to Call in the Experts?

by Sean Nelson on May 10, 2010

I’m a Do it Yourself kind of person. Part of it is that I think I can do just about anything I put my mind to it. Part of it is why not do it myself and save a buck. And the challenge is often a huge part of it. Can I pull it off and gain a little more experience.

For the last year I’ve looked to change the SONARconnects logo, creating a range of designs. Scott Dunn, the founding partner was happy with the existing logo and more than anything put up with my logo suggestions I think to amuse me.

Here is what the original logo looked like:

old sonar logo When to DIY and When to Call in the Experts?

[click to continue…]

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Social Media, Cheesecake, and Paying Attention: $5.99 to Create a Fanatic

by Sean Nelson on April 29, 2010

cheesecake from Copeland's AtlantaWhat’s a customer worth to you? How many times will they buy? What’s their average purchase in terms of dollars? What’s the value if they go from a customer to a fanatic and generate ongoing word of mouth with everyone they know?

I recently posted a question to a LinkedIn group “Is Twitter Noise or an effective Business Tool?” The responses are mixed, though more see it as an effective business tool. But many say they just don’t get it. I think those that don’t get it just haven’t taken the time to think creatively and strategically about how to put to use the ability to communicate and engage with potentially hundreds or thousands of potential prospects, customers, and fanatics.

So let’s look at a success story. [click to continue…]

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4 Twitter Statistics to Encourage Tweeting

by Sean Nelson on April 26, 2010

3389082576 10124e61d7 4 Twitter Statistics to Encourage TweetingI was doing some research this week reading various blogs and news articles and decide to write down some of the statistics that caught my eye. A set of these statistics focused on Twitter and how people are using the service to take action.

43% Follow Brands on Twitter Looking for Deals and Offers
One of the first things we do with a new client is ask them the following question, “If I follow you on Twitter, what’s in it for me?”

Now we know that some people will follow a business back to help build their own network. But, what about others. Are you providing value to them? What will capture their attention?

Coupons, discounts, special offers are a great way to engage customers and prospects. We recently ran a promotion with Copeland’s Atlanta where they gave away $50 gift cards to the first 5 people that walked into a location and said “Best Brunch in Atlanta”. [click to continue…]

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Site Redesign Under Way

by Sean Nelson on April 3, 2010

If you’ve visited this blog before then things look a little different.  We’re playing around with the look and feel and should relaunch in the next week.  Thanks for your patience.

In the mean time all of the previous content is still available (and will be when we’re done).

Thanks,

Sean

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Prospects and Customers Want You Engaged in Social Media

by Sean Nelson on February 28, 2010

  • 95% of new media users believe companies or brands should have a social media presence.
  • 89% believe that they should interact with their consumers in this space.

If you have to ask whether or not you or your company should be engaged in social media, go back and read the two statistics above.

Your customers and prospects are telling you that they want you or your brand to have a LinkedIn, Facebook, Twitter and other types of social accounts. They are also telling you that they want you to engage in conversations with them. [click to continue…]

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