The Only Way to Business Success

I was in a meeting with a potential client… a company called Fanimation… and we were discussing the different parts of our proposal process. At Brandswag we have a 50/50 policy where half of the 12 month social media campaign is paid by the client and the other half is pay-by-performance. So.. long story short… if we do not hit the goals for the client in the last 6 months of the contract… we do not get paid.

(Side note: If you have a couple of minutes after reading this blog post… check out their website. The products Fanimation creates are absolutely unique and AWESOME… no joke… If you are a sucker for product design… check them out)

Nathan Frampton works for Fanimation and said something extremely peculiar to me… “I just want to write you bigger checks.”

I have owned a company for almost three years and have never had a potential client say that to me. I proceeded to ask Nathan what he meant by writing me bigger checks. I had a vague idea of the concept but wanted to hear it straight from him.

It is an easy concept to comprehend… do great work and you will be rewarded. There is always a base pay but if you create marketing vehicles, promotional campaigns, and tell the story of the company with enough gusto… you sell product… and when you sell product… you get paid. It reminds me of something that Barry Labov (owner of Labov and Beyond) told me recently… “You know you have done a good job for a client when they send YOU gifts.”

But let’s be honest with ourselves…is it really that easy of a concept? It hit me like a ton of bricks even though it makes complete sense after I thought it through..

Deliver and grow with a client… deliver what they need, want, and desire… THAT is the only way to business success.

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Blubbering Blogger

Today’s guest post is by Melissa Mattingly. Melissa is a graduate from Depauw University in 2007 and works for the Indianapolis Convention & Visitors Association in the membership department. She is a cheer coach at Speedway High School and lives within walking distance to the Indy 500 withhusband Eric, and crazy mutt, Knuckles.

It takes me approximately 4 minutes to decide what I want to order when I go to McDonalds even though the dollar menu is probably my favorite “cookbook.” Sit me down in a fancy restaurant; you can bump it up to 15. Put me in a department store fitting room and you’d think I might have been taken hostage. Holy cow, it can take me an hour to decide what I (@MelMatto if you’re interested) should tweet!  Ask me to write a post about social media and the blog might be extinct by the time I’m done. Alright, I’m not that bad – but when Kyle said my timeframe for completion was “as soon as possible…450 words or less” I almost fainted.

Within this past year I thought I really wanted to start a blog. The problem I ran into is that I didn’t know why. Was it just for myself? Was I hoping to throw insight to helpless followers? I didn’t know what I wanted out of it and I still feel like that should be rule #1 when starting a blog. If you can’t even fill out the “about” section how are you suppose to have a successful blog?  I know some people just wing it and as the blog ages, it grows into something with meaning – but I’m way too OCD for that. I’m more of a step-by-step kind of gal. Give me a recipe; I’ll bake you a cake. Give me instructions; I’ll build the best Lego castle you’ve ever seen. But simply throwing food and Lego’s at me will only result in one colorful, crunchy lump of dough.

I even went as far as creating a page (seen here) but never started because I knew when I started I would have to keep up with it and what if I ran out of ideas? What if – gasp! – no one cared what I had to say but my mom. Most importantly, does the web really need another blogger? Does the web really need another so called “professional” to give their opinion on a topic they may have minute experience with? I remember around 10 years ago when the only bloggers were tweens with an open heart diary. Now there are so many conflicting opinions to process it’s turning into a psychological disease. “Information Overload,” according to Wikipedia, states: “As the world moves into a new era of globalization, an increasing number of people are connecting to the Internet to conduct their own research and are given the ability to produce as well as consume the data accessed on an increasing number of websites. Users are now classified as active users because more people in society are participating in the Digital and Information Age. This flow has created a new life where we are now dependent on access to information. Therefore we see an information overload from the access to so much information, almost instantaneously, without knowing the validity of the content and the risk of misinformation. When the individual is plunged into a fast and irregularly changing situation or a novelty-loaded context … his predictive accuracy plummets. He can no longer make the reasonably correct assessments on which rational behavior is dependent.”

Now again, Wikipedia (in a sense) could be seen as another blogger so maybe this statement has no warrant to some of you but where does it stop? I’m proud to be an American and believe in free speech to its’ fullest but can blogging dumb people down? Does it cause people to rely too much on what others say instead of making their own decisions? I, for one, honestly don’t have any answers. But if I do – maybe that would be a good topic to start my blog.

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Social Media Creates TRUE Networking

I have talked at length about the value of combining your offline and online networking. I have been believer in the absolute value of social networking sites being the pinnacle of true networking… the pinnacle of creating a valuable relationship between two people.

I was reading a post at the Winnepeg Sun called The Re-Wired Generation. Although this article was written about the Internet driven Generation Y it had an excerpt from University of Toronto sociology professor, Berry Wellman:

“Far from replacing face to face time and breeding a generation of reclusives, Facebook and Twitter are actually enhancing interpersonal relationships offline…

The Internet is complementing, continuing and maintains relationships,” he said. “It’s letting weaker relationships stay in contact.”

There was a time in the business world where you would meet individuals at networking events and forget them the next day. The faces and names would be categorized into a business card pile and shoved into a dark desk drawer. This “networking for forgetting” has been all but erased if the two people are connected on a social media platform  like LinkedIn. The personal development between an individual and their client is based on touch-points. The more touch-points you have with a person the greater the relationship (we would like to think so). The essence of social media is built around the touch-points on the Internet. Can you connect to prospect using LinkedIn, Twitter, and Facebook? The wealth of information given to you in a single sitting is exponential!

Instead of dismissing social media and using the old forms of communication. Try developing your weaker business or personal relationships using an online model. You may be pleasantly surprised.

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Social Media from a Generation Y Perspective

Jenn Lisak is a senior marketing major at Butler University who is currently looking for a post-graduation job utilizing her skills in marketing, advertising, and social media. She is currently interning at TF Publishing in Indianapolis, and she is passionate about social media communication.

Almost ten years ago, I joined social media networks, such as MySpace and Facebook, for the sole purpose of staying connected with my friends and family on the worldwide web. Most of Generation Y joined these networks for this reason, and I would even argue that we initiated the social media movement over the span of the last decade. We constantly updated our statuses, we posted pictures, and we created an online community that our parents joked about. Little did they know that social media would become a part of their lives soon enough. (And not just as a social network either).

In the past year alone, business executives and corporations have become a large part of the social media community, especially on Twitter. In November of 2009, I decided to create an account on Twitter in order to find out more about these major corporations and what’s happening in the business world. However, I noticed that this social network was different from what I knew, and that I wanted to use it differently than MySpace or Facebook. During my first couple of days on Twitter, I simply looked at what other people posted and got a general feel for the network. When I was exploring the site, I stumbled upon even more social media networks that people were using, and I observed a difference in how these networks were used as well. Finally, I came to an important realization; these networks, including MySpace and Facebook, weren’t just used for social communication anymore. The world of social media had transformed into a place to market brand names, to post news stories, to provide customer service, and to become more knowledgeable about many different fields. In other words, social media had changed for me. Social media had changed for everyone!

Social media networks have become playgrounds for businesses: they’re free, fun, and accessible. But these businesses take up social media space. So, what does this mean for Generation Y? For one, we are shocked that the Baby Boomers and Generation X have taken over the online community that we initiated. On the other hand, we know that we now have complete access to business professionals and social media experts that we would not have access to otherwise. But the best part about the change is that the social media revolution has created thousands of awesome jobs that WE can fill!

Where do I think social media is going? I think it’s going in exactly the right direction. Technology and social media communication have provided us with resources that we need to embrace instead of resist. Social media isn’t just a pastime anymore — it’s a necessary tool for businesses to serve their customers more effectively. It’s created a whole job industry in the midst of a recession. For some, it’s created a lifestyle. And it gives us access to the people we want to know about.

My advice to all businesses is to use social media. Decide what you want to represent in the social media world. Integrate your marketing communications across all channels. Most importantly, don’t just use social media for the benefit of yourself. Use it to create a community, help other people, and learn from the experts! Just as Becky Robinson said, social media is about relationships. Make them and use them!

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Empower Your Employees to Win with Social Media

I mentioned in a previous post that I have been reading Seth Godin‘s book Free Prize Inside for a… I think… fourth time.  In the beginning of the book is a quote that I have underlined another four times:

“If your goal is growth, marketing is all that matters–and everything you do is now part of marketing… Every product and every service can be made remarkable. And anyone in your organization can make it happen!”

This excerpt from the book hit me pretty hard when it comes to online marketing and using social media. The concept of EVERYTHING you possibly do in your company (both large and small) being connected to marketing is still an idea that is buried. I still have conversations with corporate employees or owners who are mistified that the PR side of a company doesn’t discuss anything with the marketing side or vice versa.

Every service you create. Every phone call you take. Every PR release and marketing campaign you run.

It is all connected to growing a brand… to growing your company.  If you want your employees to talk about it. If you want every piece of your business to be a marketing vehicle… doesn’t social media make sense as a communication platform? Zappos has perfected the use of Twitter as an employee communication model.. Why can’t you? It is time to stop being afraid of the massive force of online communication. It is time to stop putting firewalls up because your afraid your employees are not being productive. They are not being productive for a reason… and it’s not Facebook. If they love what they do… maybe it is time to allow them to communicate that fact.. and if they don’t.. You probably have more problems than communication.

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B2B Marketing through Social Media and Blogging

What is the one thing that comes up time and time again in our educational sessions at Brandswag? B2B use of social media. I have heard plenty of reasons why social media could not… should not.. be used to sell the B2B world.

What do many B2B companies do right now for marketing? Direct Mail? Newspaper Advertising? E-Newsletters? Many of the outbound forms of marketing still work for B2B sales but blogging (in my mind) has taken a mainstream stance when building trust and thought-leadership in a specific industry.

There are some truths to the thought that content can build trust between individuals. Many of us look at B2B marketing as fundamentally different from B2C marketing. Honestly….. (in my humble opinion) there is hardly any difference.

We are selling to people.

Business to business based companies are still selling to people. The CEO of a distribution company is still a person despite the fact he deals with companies instead of an individual.

If you are sitting at the helm in a B2B company remember to start a blog that contains content, daily interactions, client thoughts/opinions and industry news. Your purpose is to create an informational powerhouse that keeps people reading…

And involved them in your story… your brand… your legacy.

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My Top 20 Posts of 2009

I know.. a little egotistical right? That’s why I am splitting it down the middle! My top 10 posts from 2009 and my favorite post from the REAL geniuses of social media.

Just trying to showcase the more popular (community driven) posts from 2009. I am going to be taking the rest of the week off in the beautiful San Luis Obispo, CA to be with family. I can’t wait to hook back up in 2010! Have a restful and joyous holiday week!

My Favorite Posts of 2009

1. The Magic of Dynamic Pricing from Seth Godin
2. The Four Spheres of Social Media Strategy from Jason Falls
3. 11 Must-Dos for the Serious Blogger from Jay Baer
4. Sometimes, You Need To Fire a Customer by Lorraine Ball
5. So What’s Facebook Good For? from Chris Baggott
6. User Experience is Not A Check Box from Travis Smith
7. Are You An Elephant or a Butterly? from Douglas Karr
8. The Top 100 Twitter Publishing Tools and Services by Brian Solis
9. Becoming a Social Business from Shannon Paul
10. Death of the Brochure and more Verbal Masturbation by Duncan Alney

My Top Posts of 2009

1. 20 Ways to Drive Leads Through Social Media
2. Customers Are People First. Marketers Are Fundamentally Flawed.
3. 10 Ways to Build Trust with Social Media
4. When Should Business Engage in Social Media
5. Balancing Perception and Reality in Social Media
6. 10 Tips to Integrating Social Media with Marketing
7. Is Out Sourcing Social Media Okay?
8. 5 Things I Have Learned as a Generation Y Business Owner
9. The Three E’s of Social Media: Embrace Educate and Empower
10. Twitter Usage Plan for Success

A Look Back at 2009 and One Prediction

I know. I know. Everyone writes a post like this..blah blah blah.

Looking back at the last year… recanting exciting testimonials of accomplishing goals and just being generally… excited!
There is nothing wrong with “looking back at the year” posts which is why I am writing this today.

I can be a cynic and a little negative but not during the Holiday!

Speaking of accomplishing goals…

This post is actually number 500 on this blog. Crazy right? 500 posts about everything from Twitter marketing, Liberty Tax girl I almost hit with my car, music, and grammar in blog writing.

First off, thanks to everyone who reads, comments, and joins in the overall human think tank known as the Internet. I absolutely love everything about social media and the thought process behind community engagement!

I am going to be taking the next week off to be with my family and to recharge for 2010. I thought I would post the top 5 blog posts from 2009 for the next week.

Top 4 Things from 2009

• We have had a great year over at Brandswag with Brandon Coon, Amy Rowe, Stephen Coley, and Austin Wechter. Thank you to all of our wonderful clients
• I wrote Twitter Marketing for Dummies (with the help of Erik Deckers and the wonderful staff at Wiley Publishing
• Finally broke into the top 150 Ad Age Blogs… but it fluctuates all the time.
• Was humbled to be able to present at Re/Max Indiana Sales Rally, MBO Conference,  and Hoosier Hospitality Conference

We are blessed to live and be able to create content and conversation in this age of technology. Remember that. BRING IT ON 2010!

And my one prediction: Google is going to buy Twitter.

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The Basics of Human Desire in Marketing

What do all marketers strive for when creating a campaign? Is it a creative ad? Of course.
Is it a funny jingle? Sometimes.
Is it a memorable moment? They try.

We (marketers) live and breathe for the opportunity to create a campaign that will move people. It is moving the consumer to action through an emotional drive that drags us out of bed in the morning. We strive to reach that point of peaking human desire.

Meeting with clients and potential clients today I was moved by their desire and pure drive for their companies to succeed. They were thrilled with the concept of creating a campaign that drove the base of human emotion.. something that thrilled to the point of action… something that told a story.

Tools like Facebook and Twitter in the world of Social media bring a new platform that encourages the pursuit of that emotional campaign. In all honesty it IS THE PLATFORM to create this thrill.

There is no other medium on earth that allows for the human connection quite like social media. You can drive evangelists of your product to bring others to your door in a fraction of a second.You can encourage individuals all over the world to communicate and help… make.. your service or product better.

How are you encouraging communication between current and potential clients? Isn’t it about time to start?

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Why Do People Follow Brands? Conversation or Deals?

This is the second post about the Razorfish FEED 2009 Report… as promised. I was reading a post from my friend Todd Muffley over at Fat Atom and it got me thinking about the future of online communication. His post is entitled, “Is Social Media One Big Coupon Book?” The premise of the post is captured in two sentences:

“If Social Media does become one big coupon book, watch out Newspaper, Magazine, Radio, TV and Direct Mail (to name a few). The old school push model of coupon distribution may just go the way of the VCR.”

The post is (of course) fueled by the Razorfish study which states that of “those that follow a brand on Twitter, 44% say that access to deals is the main reason. The same holds true for those that added a brand on Facebook or Myspace, where 37% cite access to exclusive deals or offers as their main reason.” (pg 9)

Now, the Razorfish study does not give a voice to all 200 million people using broadband Internet access but it does create a platform for discussing the main draw of social media. I would venture to say that the main reason a user FIRST joins a fanpage or follows a brand on Twitter is because of a contest or promotion. Once the individual becomes a fan the SECOND step is interacting with that fan in order to build some type of trust. Repeat customers are the best customers… nay… repeat customers with friends are the best customers.

There is always a conversation buried in the depths of a relationship being built between a customer and a brand. Where that relationship starts? Who knows? The important thing to remember is to have the conversation… which eventually leads to conversion.

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