With the creation of telephone party lines in the late 1800’s, Switchboard operators were the conversation connectors. When a call was received, a light would illuminate to alert the the operator to an incoming caller. The operator would converse with the caller to determine where they would like to be connected to.
How much progress have we really made? We still enjoy good conversations and sometimes we need someone to connect us with others who are interested in engaging dialogue. We’re not looking for idle chit-chat. What does it look like to peek inside the digital switchboard of a Social Connector? We are looking for advice on buying products, insight to future business ventures, or for personal development and direction. We are Social Connectors in a digital switchboard era.
Digital Consoles of a Social Connector
- Blippr “Well, you’re right, it is funny. But, blippr is much more than just a trendy set of letters. It’s a really easy way to discover, talk about, and organize great apps, books, games, movies, and music. We figure that hey, why not make it easy to talk about and then find even more great stuff to talk about?” Blippr.com
- American Express Open Forum “See why small businesses have the power to reengineer our economy and how OPEN Forum has tools that can help them.” OpenForum.com
- Mashable: HOW TO: Build Your Personal Brand on Twitter “Twitter has roughly 6 million users and is projected to grow to 18.1 million users by 2010. With all those people, the chances for networking are endless and connecting with new people can lead to career opportunities, so it is essential that your personal brand exists on the service.” Mashable.com
Social networking sites have become the personal operated switchboard exchange panels for the 2010 individual. A recent article shows that more people share links to resources on Facebook rather than through sending an email. Links shared on Facebook not only benefit the friend to friend connections but to others who see the shared link.
Digital Circuits of a Social Connector
- AddtoAny “According to AddToAny, Facebook now dominates sharing, with 24 percent of shares from the widget consisting of users posting items to the social network.” Mashable.com
- StumbleUpon “Using a combination of human opinions and machine learning to immediately deliver relevant content, StumbleUpon presents only web sites that have been suggested by other like-minded Stumblers.” StumbleUpon.com
- FriendFeed “Read and share however you want — from your email, your phone or even from Facebook. Publish your FriendFeed to your website or blog, or to services you already use, like Twitter.” FriendFeed.com
Have the social norms of sharing links and recommending our friends and colleagues allowed us to tap into an altruistic thread deeply embedded within our social DNA? I realize my question may seem all too idealistic to the realist and social media pessimists, nevertheless I claim my stake in the optimist camp. Social Connectors look for opportunities for sharing and introductions.
Digital Frequencies of a Social Connector
- Mr. Tweet “To get found by people who would be interested in what you do, there is no better way than to get MrTweet recommendations from your fans!” MrTweet.com
- Twellow “Twellow is a directory of public Twitter accounts, with hundreds of categories and search features to help you find people who matter to you.” Twellow.com
- Plaxo “It’s a dashboard for seeing what the people you know are creating and sharing all over the open web. You can hook your Pulse account up to all the places where you create or share stuff (your blog, Flickr, Twitter, Yelp, and more than 30 other sites).” Plaxo.com
Are you a Social Connector? Are you building social capital to fund the new entrepreneurs, innovators and catalysts of tomorrow? This is the tribe to which I belong. We have built upon the adage “Its not what you know, but who you know” and re-branded it to say, “It’s what you know and who you share it with.” That is how to define someone who is a Social Connector.” We think in terms of personal vitalization, social equity, and global collaboration.
By the way, if you liked what I have shared with you, I hope you will share it with someone else. Don’t just send them the link, tell them why you are sending it to them because that’s what Social Connectors do.
Recently I was asked to compare a few of the current Twitter client applications on the Social Web. Of course there are several blog reviews about each of these applications on sites like Social Media Today, Mashable, and others. The point of my post is to specifically look through the lens of which client application provides the most features related to SocialCRM (Social Customer Relationship Management). There are five free multi Twitter account client application contenders in this space: CoTweet, HootSuite, PeopleBrowsr, Seesmic, and Tweetdeck.
CoTweet is a solid and simple web-based solution with scheduling features, but currently cannot link to any other social channels such as Facebook or Linkedin. You can assign Twitter followers to other CoTweet users which would be useful in a customer service environment. There is an area to add notes on a specific Twitter profile as well as view number of followers/following and previous conversations. Two small features missing are the capabilities to mark Twitter profile as VIP, or linking identified Twitter profiles to Plaxo. CoTweet users can sync a Bit.ly account for tracking Tweet click throughs, but that is as far as it goes with regards to tweet analytics.
HootSuite also a web-based solution multi Twitter account client application. HootSuite offers Twitter and Facebook update sync through Ping.fm (this can feed other social channels if you wish) and you can schedule tweets for both channels. However, the URL shortner Ow.ly has some resistance in the Social Web community because of the annoying banner across the page when visitors click through. The benefit to HootSuite Ow.ly URL shortener provides click through analytics within the application. Similar missing features as in CoTweet is the ability to add notes, mark as VIP contact, or link to other social media net
works.
PeopleBrowsr is a power house application on Adobe AIR or as a web-based application. Don’t bother with the AIR app: stick with the Browser version. In Business mode, users can click on a Twitter avatar in the tweet stream and select from various activity functions such as Follow, Favorite, Group, Note, VIP, Email, Plaxo, and Rate. PeopleBrowsr provides users the ability to schedule tweets for multiple social networks such as Facebook, Twitter, Linkedin, Plaxo and FriendFeed just to name a few. This multiple social network feed is something that no other social client application can do. The only drawback to PeopleBrowsr is that they have the Twitter API on their server which results in a slight lag in the update columns, however users have a small chance of reaching the 150 API limit on PeopleBrowsr causing application crash. (Note: When scheduling tweets to Twitter and Facebook, the associated Facebook account will automatically update where as the Twitter tweet will go out as scheduled.)
Seesmic is a leader in the Adobe AIR and web-based client applications, but still lacks the fundamental elements needed in a Social CRM tool. The most recent update has caused many users to go back to TweetDeck. I have had several friends report that it crashes more often than before the update. Seesmic will address these issues in their next update. Seesmic and TweetDeck both offer iPhone applications for mobile user
s.
TweetDeck is on top of the Twitter client AIR applications right now and is one of my favorites. Many people don’t realize that it offers multiple account management as well as a Facebook integration. Keyword searches and unlimited tabs can be useful in tracking brand mentions. Unfortunately, TweetDeck doesn’t offer tweet scheduling, notes, or tweet rating capabilities.
My goal was to outline the pros and cons of some of the free Twitter client applications available for individuals, small business, and non-profits. Leveraging the information contained in the real-time social streams is a valuable asset to small businesses. Listening for mentions of your own brand as well as that of your competitor is a best practice of business growth 2010. Stop shooting in the dark. There is an application that’s right for your business. What is the most important Twitter client application feature that suits your needs?
The completion just beat you to the Twinish line! Twitter isn’t the latest tech trend or online fad. Twitter has fundamentally changed the way information is distributed. Real-time information is the core value of Twitter. Twitter delivers more real-time information than any other web source. However, there is some question to the factuality of the information. Rumors that Natalie Portman and Jeff Goldblum had died were false due to Twitter hackers. Nonetheless, the reports came first from Twitter, but even those false accusations caused people to search Google to see if more info was being released giving additional exposure to those individuals. Negative exposure is exposure.
Twitter spread the news around the Iran presidential race faster than CNN. It also spread the first news about Michael Jackson’s death before it hit any news or Hollywood studios. I realize you may think Twitter is ridiculous, but there is more to it than what I ate for lunch.
Companies are beginning to connect the data stream of information on Twitter and are parsing it into valuable information related to their particular market segment. StockTwits is an open, community-powered investment idea and information service that is build on top of Twitter. You can think of it as Bloomberg for the little guy and gal. You can eavesdrop on what traders and investors are talking about RIGHT NOW or contribute to the conversation and build your reputation and following as a savvy market wizard.
Small tech-savvy businesses are leveraging the real-time information stream to listen to their competitors, to listen to conversations about their industry and to engage in new forms of social customer service.
Looking at who is and who isn’t on Twitter is one of the trends I find intriguing. In Tallahassee, my local market some examples would be: Tallahassee Memorial Hospital is but Capital Regional Medical isn’t. Subway is but Quiznos isn’t. Mellow Mushroom Pizza is but Red Elephant isn’t. This list can go on and on. The bottom line is this, if you’re not on Twitter your competition is.
Here are some links to getting started on Twitter. Some are for gaining followers; others are for listening for your brand mentions. There are over 150 different tools to accomplish your Twitter goals. Even if you have to get out of the media wreck you are in now, run to the Twinish line today.
- What is Twitter?
- Twitter Video Tutorials
- What is a retweet?
- How can I customize my Twitter background?
- What is a #hashtag?
- How can I build my personal brand on Twitter?
- Twitter terms to know
- Finding a job using Twitter
- Twitter tips for executives
- Twitter best practices for brands
- 40 of the best big brands on Twitter
- Using Twitter for customer service
- The media maker’s guide to Twitter
- What is #followfriday?
- Twitter user directories
- How do I find Twitter users in my town?
- Why aren’t people following me?
- What to do when you’ve followed too many people
- What’s a tweetup?
- Tools for organizing your Twitter community
- Twitter from your iPhone
- Managing multiple Twitter accounts
If the phrase “information is the new currency” was used to describe the emergence of technology in the late ’90s, then “social media is the new debit card” is the phrase for business 2010. I use my debit card for just about every transaction. Large or small it really doesn’t matter. My bank doesn’t charge me a minimum fee for using it (although some places do). Annoying! At the end of the day I can look at my online banking statement and see a real-time activity journal. My weekly journal consists of visits to coffee shops, lunch expenditures, along with trips to Publix, Winn Dixie and Wal-Mart. Anytime a transaction is made and I use my debit card, a record is created. By looking at my online bank statements, one might be able to glean how I feel about spending money at the places I frequent during the week.
A similar assessment might be taken in regards to activities and conversations within social media. Thousands and thousands of updates about experiences at coffee shops, restaurants and grocery stores are posted everyday. Each of those updates/comments are recorded and posted on blogs, walls and message boards. These digital logs are a new kind of online account statement. Each update is an informational transaction. The insight that could be learned by these digital statements could result in valuable assessments for a company that was paying attention.
Recently, I was preparing a Social Media proposal for a new client who requested case studies to be included in the documentation. I came across hundreds of studies. Surprisingly, this kind of market research has been circulating since 2005. Everyday the conversation of how do businesses engage in social media arises, to which I reply, it’s never too late to join the conversation. I always recommend listening and observing as a starting point.
If you are in charge of marketing at your company or you are the owner of a small business and need more convincing that Social Media is a viable means to grow your business, I am including some of the case study websites that I have found extremely helpful in attempting to reconcile the online statements of social media.
Case Studies
35 Examples of Corporate Social Media in Action
Word Of Mouth Marketing Association – Comprehensive Case Study Library
Groundswell by Forrester Research – 65 Corporate examples and 25 full case studies
Social Media Statements Tallahassee
How many people contemplate their comprehensive insurance policy or the diversity of their financial portfolio on the way to the bathroom? Why is the community bulletin board still a viable media channel for advertising? As an advertiser, you are gambling that everyone that visits that establishment will visit the restrooms. Is this cutting edge media placement?
Do you really expect someone to grab your card off the cork board on their way into the powder room? Have you ever had someone call you and say, “Yeah, I got your card off the bathroom wall at ______ and I was wondering if…” Does that really work? I guess if you want to take a shotgun blast in the dark that’s one strategy.
I love Sprint’s idea of media placement. You’re sitting in the theater getting ready to watch a movie and the trailers are showing. The next trailer is about a monkey trying to negotiate director credits and theme song input with the movie producers. The punch line is: “It takes many calls to make a movie, but only one to ruin it. Please turn off your cell phone.” Brilliant. The message is creative and the delivery is relevant. Nice job, Sprint.
As a local business, you don’t have to have a Sprint size budget to craft relevant, creative messages. Social media channels are becoming one of the largest growing communication methods. The traditional media placement questions are who, where, and when to send your message. In social media, the question is how does your message interact with the audience? Unlike the intrusions of traditional advertising, relevant messages can be engaged with people who are already talking about that specific topic or interest.
A couple of things to consider when interacting inside social media channels:
Remember, it’s social – All business and no play is no fun! Social media is a two-way communication channel. Keep that in mind and put away the bullhorn strategy. Social media is like being invited to a global cocktail party; there are plenty of opportunities to connect.
Listen before you speak – Before you jump into a conversation, it’s always good to make sure you’re on topic. (ex: Tweetdeck, Google Alerts, BlogPulse, and Trendrr) Take at least 30 days to monitor the tone and volume of your topic of conversation.
Give good directions – If you are expecting for people to follow you, make sure you know where you are going. If your updates are about business and money, don’t have them click on a blog site about rubber chickens. Just because you don’t carry it or offer it, doesn’t mean you can’t help point someone in the right direction. Pay it forward is socially correct.
Be creative –Many companies are using blogs/micro-sites as landing pages rather than linking to boring institutional corporate sites. This web strategy allows for flexibility and niche specific content within a large or small scale product line or service industry.
Talking with the right people at the right time with the right message is possible. Listening to the conversation is the best way to stumble into your biggest fans. The alternative is to place your business card on the cork board on the way to the bathroom. Let me know how that works for you.
Branding Social Media in Tallahassee?
ecommerce tools on the social web Tallahassee
Last week I went out to dinner with a business colleague. We had a fabulous meal solving all of the economic issues of today. Our waiter was also top notch providing us with excellent table service. At the end of the dinner, my colleague picked up the check and the tip. I wanted to do something a little extra for the above and beyond service we received, but I was short on the Benjamins that particular day.
During our conversation at the table, I mentioned to the waiter that I loved the fact that his business used social media to connect with its customers. He said that they had a tremendous response during the grand opening, and ever since then they viewed Twitter and Facebook as an essential component of their advertising plan.
When I got back in my car, I sent a quick tweet to the twitter account of the restaurant giving highest marks to our server. Now, I don’t know if he received any specific reward from the owner or manager. One thing is for sure; all my followers saw the tweet about the first class service at their establishment.
I came across a little Twitter tool today that would have been perfect to slip an extra five bucks to our server after the fact. It’s called TipJoy. It’s a micro-payment processing concept, the latest extension of e-commerce solutions. TipJoy is a way to raise money and to pay friends via Twitter in essence “social payments.” Click here to learn more about TipJoy.
If you are a non-profit looking for a new ways to find support for your cause, TipJoy might be worth looking into. If you are a band looking to sell mp3s, this might be an alternative or supplement to iTunes. If I could just figure out a way to get a George Washington for everyone who retweets this article, that would be brilliant. Just kidding, but that’s a good idea. Aren’t we all just looking for tips?
If you’re looking for a great place for lunch, here’s where we went: 101Mint. Follow them on Twitter- http://twitter.com/101Mint
- What is your media channel doing to understand social web communities?
- What role does senior management have in developing new ways to train staff on social web strategies?
- How do you respond to Jeremiah’s statement about “old models” of advertising?
- How does your company view new opportunities in Social Colonization?
- How do you deliver smaller more contextual, relevant products to you clients?
In the business model of 2000, the goal was to gain more customers, assign them a customer number and watch them walk through the customer life cycle. With the rules of free enterprise changing rapidly, assigning customer numbers isn’t going to get your business into the business 2010 era.
Social Media is changing everything. In my previous article “Breadcrumbs to Business Growth,” I outlined the digital media journey of local coffee house Tuscan Sun Coffee. Typing in the keywords “Tuscan Sun Coffee Tallahassee” into Google search, I was able to see what the web said about that business. (The little hamsters upstairs should start running a little faster from here on out.)
Let’s look at Social Media from a different angle. Say I am a Public Relations Manager for a local business that is trying to keep up with the times and I regularly do a Google search of the name of my business. Google has been indexing the “status updates” on various Social Media sites for some time now. If someone has a good or bad experience related to their visit to my business and they “tweet” or “status update” about that experience, it will show up on a Google search. If they name my business specifically, their comment will be a clickable link. (You might want to Google search your business right now and look through every page just in case.)
Remember the “Comment Card” box? Imagine your comment cards being posted on the web. Would that be a good thing or not? How would you handle a less than satisfactory experience if someone completed a comment card and dropped it in the box? You should treat a Social Media comment with the same level of attention as you would a card dropped in the little black box labeled “Comments.”
Many national companies are listening to what the avatars (a small icon representing the user profile of a given social media) are saying. I have read article after article of companies like Blackberry, Target, and Starbucks replying to comments left on Facebook and/or Twitter from people who had a negative experience with their product or service. Often, the solution to the problem turns a negative complaint into a loyal fan telling their “friends” and “followers” about how the company redeemed its reputation. The digital voice of a loyal avatar is the new word of mouth.
Here’s the point: 1000 loyal avatars equals 10,000 tribe members (a new kind of customer number)!
What if your business doesn’t listen to the “tweets” and/or “status updates?” I guess you better get a bigger comment card box so that you will have something to pack up your desk with when they decide to bring in the new PR director who understands Social Media and why status updates matter.
By the way, did you ever think to do a search on your competitor to see what people are saying about them? If they are smart, they already did one on your business and are thinking creatively on how to capitalize on your area of weakness.
Having spent much of my professional life centered in the customer service industry, my experience with a business or service tells me a lot about the future of that business. This morning I took my oldest to the orthodontist for a visit. She is on the last leg of treatment for her braces. The first time I visited the office, I was impressed with the small office set up. There was a TV in the wall with a remote control for smaller kids to play video games and a larger TV mounted on the wall for parents while waiting. As added incentive to keep up with regular cleaning and care, the young patients are given tokens redeemable for prizes. I was dazzled by my new orthodontist.
Then they moved. Often when businesses move, the cost of upgrading and the move is beyond the scope of the budget. Not only did my orthodontist complete the upgrade to the building, but careful detail was taken into consideration in the service experience. Dr. Stevens must view his clinic’s service as a brand in and of itself. If my middle school daughter is willing to risk fashion ridicule by wearing her Stevens Orthodontist t-shirt to school, then Dr. Stevens has successfully created experience as a brand. Watch out Holister, Abercrombie, and Guy Harvey, DoctorSO is crashing the fashion party!
When I go to Stevens Orthodontics, I know that I have a fresh ground cappuccino waiting. If my youngest has to go with me to wait on her big sister, she will be completely entertained by a beautiful beach mural, or the plasma TV mounted at kid eye level, or the huge aquarium filled with colorful, exotic fish. If one of the little ones gets hungry, there is a mini fridge loaded with juices, fresh baked cookies on the counter. Dr. Stevens has successfully taken his orthodontics clinic to the next level.
You see, Dr. Stevens gets it. It is about the experience. It’s not just about the patient experiencing a positive and professional level of service, but it’s also about the experience of those who are waiting, enjoying the atmosphere and amenities.
How many times have you visited a place of business and experienced a less than satisfactory visit? There’s nothing more frustrating than going to buy your favorite item or product and having a blah blah blah experience. How many blasé experiences will it take before your favorite is no longer your favorite?
If you are a local business and you’ve spent a lot of time and energy building a great physical store, you can’t neglect the digital landscape either. Dr. Stevens understands that a comprehensive business will have a deep digital footprint, as well as a solid concrete foundation. Well done doctor!
Dr. Stevens has his blog at http://drlucasstevens.blogspot.com/
Dr. Stevens MySpace at: http://www.myspace.com/drlucasstevens
Stevens Orthodontics primary website at: http://www.stevensorthodontics.com/
Ps. Don’t forget to brush!
