Betweeted: A New Form of Twitter Advertising?

There was a new service released upon the Twitter world a couple of weeks ago from a firm in Indianapolis. Betweeted.  Here is the scoop from their website.

There’s not much to tell, really. Carter and Company, LLC is a marketing firm based out of Indianapolis, IN. We started down the path of blogging for clients several years ago, then that evolved into other areas of social media. Most recently, we decided to come up with a faster, better way to help companies be heard through social media while still keeping spam to a minimum. I think we’ve struck gold.

Yeah, you might have a lot of questions spinning through your head. Is this acceptable? Is it spamming? Can I, in good conscience, introduce my followers to links that I get paid to share? I would encourage you to read our FAQ. If you have any more direct questions, by all means, email us. Believe it or not, we read them.

I have been checking out BeTweeted for two reasons.

1. I know and like the owner and developer of the app and company
2. I’m skeptical of paid advertising and sharing on a social platform.

I wanted to send this out over the waves of social media to get some feedback about what people thought about the new service. I think it is a good idea and could amount to some pretty terrific marketing.

As long as you keep the personality involved.

So what do you think? Is the business model viable? I think so.

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Social Media Can Help Your Business Be Remarkable

There is a constant theme in social media that defines the use of the tool in terms of marketing and communication… being remarkable. This concept was first started when Seth Godin wrote about it in his book Free Prize Inside and Purple Cow.  The whole concept of being remarkable is focusing on the customer who is “willing to make a remark about” your product or service. I wanted to take a look at the word remark because there is a lesson buried within this word-of-mouth marketing concept. 

re⋅mark (from dictionary.com) 
   /rɪˈmɑrk/ Show Spelled Pronunciation [ri-mahrk]
–verb (used with object)
1. to say casually, as in making a comment: Someone remarked that tomorrow would be a warm day.
2. to note; perceive; observe: I remarked a slight accent in her speech.
3. Obsolete. to mark distinctively.

Do you know what hit me? The third definition in the group above: to mark distinctively. Many people view the concept of a remark as a casual comment in passing. Unfortunately or fortunately… depending on your situation… it is important to remember that a remark is no longer casual. In a world where communication is doubling ever second (or so it seems) a casual remark can spread like wildfire. If you can build products and services that are remarkable…

… that people are talking about…

… that people love …

You can create a word-of-mouth campaign that will grow your business by leaps and bounds. The truth of the matter is this: if you are not being talked about in a positive light…You are doing something wrong. Seth has the tendency to ask, “Are you invisible? Or are you remarkable.” I am going to encourage all the business owners and marketing professionals of the world to do 5 things:

1. Love the product and service you sell and believe it can be Remarkable. 

2. Talk about what you do with excitement (drink caffeine if you have to).

3. Send surveys to make sure your product or service is staying remarkable.

4. Utilize a blog or forum to allow your customers to share the story (to remark on your story).

5. Believe in the concept of using social media as a HUGE communication tool. It is here to stay. 

Are you invisible or remarkable?

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When is Social Media a Primary Marketing Tool?

Let me be the first to say that social media is a brilliant tool. It can enhance every aspect of your marketing plan from Public Relations to direct mail. Although… there is a time and place for everything. It is extremely important to realize the potential of social media can either be a primary or secondary.

When should social media be used as a primary tool?

If you are building a personal brand, social media can be a huge driver to increase a following or “fans.” Many small businesses are run by so-called thought leaders… The visionaries behind the brands that are being built by the thousands. Small businesses must rely heavily on referrals and word-of-mouth marketing and what better tool to help the process than soacial meda. As you advance in a community of clients and customers you can use social media as your primary source of marketing.

Whether social media can be defined as a medium or a tool (later post) is not the point. Arguing over semantics hasn’t helped anyone in the past. You have the opportunity to build your brand.. both personally and professionally. Embrace it.

This is the first time in history when millions of people are just a click away. You can’t get any better than that. So how should you get start on your online brand development?

• Do your customers even care? Make sure you do not negate your current clients. Keep picking up the phone.
• Research what others are doing in the area. What are your competitors writing about? How can you be different? How can you do it better?
• Start a blog. Sign up on WordPress.com and start writing (after the research, of course)
• Go to CommonCraft and get update on the more recent tools on the Internet. They will help you in your social media quest.

And remember… be conscious of your people. What makes them tick?

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The Real Value of Social Media: A Piece of the Pie

Elizabeth Friedland over at TrendyMinds has an excellent post about the concept of social media not being the end-all scheme to push marketing to the masses.

I wanted to bring up my thought on the real value of social media to the small business owner or CEO: Listening. You do not need to get rid of your tradtional marketing strategy. You shouldn’t. Whenever I am in front of a group of people I always say, “If you come to me and say you got rid of your press releases and direct mail pieces and started a Facebook Page. I will never talk to you again.”

So what is a business owner to do?

Learn the tool. Use the tool. Evaluate the tool.

You can either decide to take a class to learn how to implement the tool into your overall strategy or learn the tool yourself using videos from Common Craft. You need to understand the tool before using it. You need to use the tool before implementing it into your overall strategy. If you decide it is a waste of time and money… ditch it. At least you tried.

The important thing to remember is that whether you do it yourself or hire one of the numerous marketing, social media, and new media companies you should be staying ahead of the curve.

1.5 Billion people are connected to the Internet and 300 million use social media. It is an important tool and it will be in the future.

Be strategic. Be thoughtful and listen.

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25 Steps to Choosing a Social Media Consultant and Educator

I have been discovering many people starting to enter the world of social media marketing in Indianapolis. It can be anything from an advertising firm to a small business coach. It is probably pretty confusing for business owners trying to learn about the amazing new tools available on the web. I wanted to help you out with your first steps in choosing a social media educator or consultant.

1. They need to use the tools they are teaching.

It is extremely important that the teacher is using the tools. Before you decide to use a social media consultant… investigate! Make sure they are using tools like Twitter, Facebook, LinkedIN, and Plaxo. If they do not use the tools on a regular basis, they are just riding a wave.

2. They communicate with their audience.

The last person you will want to hire is someone who throws content out on the bed and doesn’t allow for two way communication. The best way to test this? Go to their Twitter account and make sure they are actually sending “RT” and replies to people. 2-way communication is key.

3. Do they call themselves a Social Media Expert? Ask about the 10,000 hours rule.

The person that calls themselves a “social media expert” is the last person you want to hire. Read Paul Dunay’s post about 10,000 hours to become an expert.

4. Ask them their definition of social media.

If they give you a list of tools. Fail them.

5. They will run your Twitter account for you.

It is impossible to ghost a Twitter account. YOU either use it or you don’t. Ghostwriting for a blog is a different story and NOT for this post.

6. Their blog is less than six months old with no comments. (thanks Beth)

7. Ask them about social bookmarking. Do they know what it is? Do they use it?

8. Have they taught a class before on social media? Even a webinar?

It is important that your consultant or educator has experience in teaching or presenting on social media. The last thing you want to do is spend money for something that is going to be a DRAG. You want to know that you are not wasting your money.

9. Are they a Just-add-water expert?

10. They actually have a personality and GET people.

It is important that your social media consultant have a personality. What do I mean by personality? They are not stuck in an office all day pecking away at Twitter and have no sense of humor. ALSO, they are not overly bubbly and excited about everything under the sun. Sanity is key.

11. They blog more than once a week.

It is important that the investigation goes deeper into the blogging world. Your social media consultant should be learning on a daily basis and expounding upon what they are learning by blogging. This does not have to be catered specifically to a BLOG (wordpress or blogger). You can always check on Twitter on how they are communicating and learning.

12. They are linking and being linked.

Complete a Google link search and make sure your social media consultant actually has people and blogs linking back to their site. It is extremely important

13. Ask their opinion on viral marketing.

It is extremely important that your social media consultant and educator understand the concepts behind word-or-mouth marketing and viral marketing. Social media marketing is a relationship drive model. The evangelists and lovers of your product or service need to have the means to shout to the world… WE LOVE YOU!

14. Check out their website.

The first step to any Internet or social media strategy is the website. Do they have a communication drive website or is it a web 1.0 brochure driven site? Are they interacting with people? Are they talking about social media? Are they talking to YOU and not about their services.

15. What do other people think about them?

Mentors are one of the greatest asset to any small business owner. Who would they choose? Maybe they think social media is a waste of time. You need to take that into account. Maybe they were burned in the past? It is extremely important to get another perspective when entering into a relationship with any type of consultant or marketing professional.

16. They advise you to start a Facebook page as the first step.

It isn’t about starting in one spot. If you are new to the world of social media it may be smart to start USING Facebook other than trying to manage all 5 but the last thing you need to do is just start a Facebook fan page. SM strategy should be surrounding an integrated marketing approach. Period.

17. The instant success test

It takes time and knowledge to be successful at using social media as a small business strategy. If they promise instant results.. You should probably find another consultant.

18. What do they think about traditional marketing and advertising?

Ask them. If they come back to you and say that the traditional approach to marketing is dead. They are just riding a wave of no return. They will never understand the concepts of combining traditional and new media into an overall strategy.

19. Ask them about Radian6.

Radian6 is one of the better brand monitoring companies out there. If they have no idea about Radian6. FAIL.

20. What is their opinion of Quality over Quantity?

If your social media consultant starts talking about driving hundreds of followers to your social media account they don’t understand the concept of TWO WAY COMMUNICATION. Quality is so much better than quantity. Quality connections are the only way to succeed at using social media to expand your business.

21. They believe in actually listening to your problems instead of convincing you about the world of social media.

22. If they are still using an @aol.com, @aim.com, @comcast.net, or @att.net email. Fail them.

23. Listen for new approaches to strategy.

Everyone is offering to be a “social” consultant. Do they talk and think differently than anyone else you have listened to? If they do. You have a gem on your hands. Creative thinkers are the best social media consultants.

24. Are they a used car salesman? Do they seem genuine?

For the sake of argument I am going to list this. Do not work with someone you do not trust. Period.

25.Do they have any success stories?

Ask them about their history in using social media. The space is extremely new but there are people who are succeeding in using the tool. If they do not have case studies. Ask.

There are plenty more but this is just the beginning. Add to the list if you would like!

25 Small Business Twitter Tips

We have been getting quite a few questions over at Brandswag about Twitter. The questions range from personal use to business use. I thought I would put together a list of 25 Tips for small business owners to use when starting out on Twitter.

Use them. Learn them. Love them.

1. Use your personal picture in your Twitter profile. There is only one situation where you can use your logo… if you have two profiles. Your personal profile and your company profile.

2. Don’t setup an Auto-DM to send when users follow you. Why you ask?

Here are two posts talking about why you should not:
Tweeter Blog: How to STOP These Freakin Auto DMs
Social Media Club: To Auto DM or Not to Auto-Dm

3. Use Twitter Search to find subject matters that interest you. This can cater to your business interests, as well as your personal interests. This will help you find people that share

4. Personal life reigns… but not too much. Add in some of your personal life while you are using Twitter. What is important to remember is that you are using Twitter for your business generation as well. The people following you want to know that you are REAL… but not to the point where they are hearing about what you are eating or where you are driving.

5. Use it. It is important to use Twitter as much as you can but not to the point where you are wasting valuable time when at work. Tweet about what you are reading online.. Maybe a new insight you found while reading the night before. Try to use Twitter a couple of times a day.

6. Reply. Reply. Reply. Whenever you get a response (@yourname) make sure that you respond to the reply. This is extremely important because your most valuable followers are the people that respond and communicate with you.

7. (via John Janstch) Use strawpoll to create a survey to feed into your Twitter stream. This will be an awesome way to get information regarding service offerings and products.

8. Follow some awesome business Twitter people (@problogger, @chrisbrogan, @gacconsultants, @business901, @roundpeg, @Ribeezie)

9. Use a business Twitter account (example: @brandswag) to create a great place for customer relationship management. Teach your clients to use Twitter to keep with the happenings of your company. Also, it can help you share the news and information regarding the success of your clients.

10. Use Twitter as a discussion forum. Ask your clients and prospective clients what they would like to see, hear, taste, and experience.

11. Help. (via Twitip) Always help before asking for money. Twitter is not a place for you to hard sell individuals on services. We are here for discussions and not sales.

12. I started out with a personal profile that allowed me to create relationships before starting my company profile. (also via Twitip) I was able to cleaning transition between two accounts because people trusted me. If you start two accounts at the same time you will be overwhelmed and underwhelm your followers.

13. Use TweetLater for productivity. I don’t recommend using this tool much. You need to be involved in the conversation as you start sending tweets. If you are not there to interact with your followers there really is not a point for using the tool. Though.. it does help for those random tweets to stay connected.

14. Take pictures and share on TWitter. Add pictures on Twitter using Twitpic using your iPhone or mobile phone.

15. Use Google Analytics to measure the traffic directed from Twitter to your blog or website. If you can measure the traffic related to sales or aquisitions it help you understand an ROI from the tool.

16. Encourage your employees to join Twitter and become part of the conversation.

17. Twitter connets thought leaders. Talk about a great brain trust!

18. Fill out your profile. Make sure you put information regarding your personal life as well as your business life. This is important because.. everyone reads it.

19. We add our Twitter URLs to our business cards. I also like to add my LinkedIN account and blog URL. This will encourage more of your networking friends to follow you and communicate more effectively.

20. Follow @Zappos. A perfect example of corporate blogging.

21. Download TweetDeck. Tweetdeck is a powerful tool to help you be productive while using Twitter.

22. Are you using a Blackberry or iPhone? You should definitly be looking at downloading an application to help you manage your twitter account while you are out of the office.

23. Thank you. When someone shares your post or tweet make sure you send a DM or Tweet thanking them for their support. Just as you should be emailing people to thank them for comments… same goes with Twitter.

24. Don’t AUTO-DM. Please… it is completely and utterly worthless. Show some personality and human quality when using Twitter. The worst thing to do is Auto-DM. There is a reason I put this twice in the list.

25. Don’t add hundreds of people when you first join Twitter. Let the entire conversation happen naturally.

If you have anymore tips. Please add them below! Get on it!

All Shapes and Sizes

Guest post by Social Media Consultant Colin Clark

I spend the majority of my day every day thinking up creative ways for businesses to use social media tools to improve their bottom line.  The one thing that I’ve found is that if I put together social media action plans for 10 different companies, all 10 would be very different, even if they were in similar industries.

The reason for this is that it’s extremely important to look at all aspects of your business before delving into social media, because once you do you’re baring your soul to anyone who you interact with online.  Since every business is composed of different types people, every strategy must be optimized to ensure those people will be successful in communicating with people online

So many consultants are saying ‘You must blog’ or ‘You must have a presence on Facebook‘.  It may or may not be the case.  The only ‘must’ is that you ‘must’ use good judgment and good marketing fundamentals to put together a strategy that’s going to be successful.

Get Intuit With 2-Way Communication

I have learned something new.

Keith McFarland wrote an excellent book called Breakthrough Company. I am becoming literally obsessed with the contents of the book and am starting on my 5th straight read. Now the only question is: How do I relate this to social media marketing for small business?

There is a point in the book where Keith starts talking about the concept of relying on outside influences to grow your company to a new level. I have always believed in using mentors and outside consultants to help with the things you are simply… not good at…There is one reference in the book that hit me pretty hard on a social media level:

“We found that breakthrough companies are also adapt at using advisory boards… investors… consultants and advisers. What sets these companies apart is not that they have the support structures but the optimal manner in which they learn from them. Just as breakthrough companies invested heavily in their employees… they have equally high expectations of outsiders in whom they come to depend. The comparison companies we studied on the other appeared to be less eager to form real partnerships with entities outside of the firm. For example, while some of the companies we studied formed customer counsels these meetings seemed to be highly scripted broadcast events that involved ONE way communication.“

-Keith McFarland, Breakthrough Company

We are talking about HUGE breakthrough companies here: Intuit, the SAS Institute, Polaris, and Paychex (to name a few). The beautiful thing about what Keith is explaining above is the concept of listening to outside forces to grow in considerable ways as a company.

It is important that (as a small business) you start to transition and learn about new ways to communicate with customers. The companies listed above KILLED it in large part because they actually participated in TWO way communication with their customers. Imagine that… two way communication. Stop talking to a brick wall and start communicating on a level that your competition hasn’t touched.

Listen to outside influences, customers, and lastly: your competition.

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Twitter Has a Problem Going Mainstream

I have been wanting to write a post like this for awhile. Over the past couple of months I have been giving seminars in and out of Indianapolis over the topic of Social Media. Guess which question comes up when talking about the tools you can use online?

What is Twitter? Why and how do you use it?

It never fails. No matter where I am at or what I am talking about… there is always a question about Twitter. Do you know what I say? It is different every time. I always try to give the universal definition of Twitter:

Twitter is a social networking and micro-blogging service that allows its users to send and read other users’ updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.

Or a personal definition from a blog like MovinMeat:

Twitter is a fun and occasionally useful social networking app.   You’re basically supposed to give frequent updates on what you are doing and pithy observations on life, in short 140-character clips, or “tweets.”   It’s sort of like text-messaging the entire world, as they are public feeds. 

Through reading multiple blogs, articles, and opinions on the definition of Twitter… I have come to the understanding that the lack of an identifying value statement is keeping Twitter from hitting the mainstream marketing. I’m talking from 2 million to 50 million users.

Small businesses and big corporations alike have huge problems if their value statement does not line up to the ideas of the people behind the brand. I believe that Twitter is going to have a problem hitting the mainstream market if they cannot push a message out to the users. A message that contains a universal value statement that helps the “viral marketing” aspect push the online tool.

Give me something sticky. Give me something I can yell at the top of my lungs. Help me become an evangelist.

This Is Not Easy and It Shouldn’t Be

If you haven’t figured this out already… running a small business is not easy.
Marketing your small business’ services and products is not easy.

Nothing in this world that is worth anything of value is EASY to obtain. Well…unless you grow money on trees or you are just THAT good… The majority of us have not found the seed to grow a tree that sheds Mr. Ben Franklins ($100 bill for the layman) twice a year.

It is hard to get to where you WANT to go in life. It shouldn’t be easy.

I am amazed that people want the easy way out. How do we make this tool easier to use? How can we spend the LEAST amount of time possible to get a project completed? Why do we have to spend money on marketing? How can I get to the 4-hour work week? No thank you.

Social media marketing is not easy and it is not cheap. If you want the intangible and tangible benefits of social media tools you have to agree to work hard or pay someone to work hard for you.

Don’t confuse the concept of social media marketing to be the answer to all your problems and concerns. It works when you combine the new with the old, the traditional with the web 2.0/3.0.

If it was an easy thing to accomplish wouldn’t everyone be doing it? Wouldn’t everyone be successful at it?

What is the first step to tackling the monster? Read. Learn. Interact. Get on Facebook and go to WordPress and start a blog. After you have posted a couple of blogs and have used Facebook for at least a month… you are ready to contact a new media marketing company to take the next step.

Dive in.

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