Tag Archives: marketing

Mental Monday: The New Rules of Marketing & PR by David Meerman Scott

Good afternoon, Social Rabbit here with your guide to the world of social media.

Mental Monday is back this time I am reviewing The New Rules of Marketing and PR by David Meerman Scott.

This is book has 21 chapters in three parts starting with how the web has changed the rules of marketing and PR, moving onto web based communications to reach buyer and the third part is action plans to harness the web.

The book explains the different areas of marketing and pr including blogging, video, news releases, web sites, website content and writing marketing plans.  It includes lots of examples of how the different ideas have been used in businesses.  The action plan part of the book is all about implementation, for example how to start a blog, what to write etc.  The implementation is at a basic level, so for people wanting detail you will need to go elsewhere.  This is one of those books which you pick up refer to a chapter or two, put it back down and then pick up again next time you need it.  There is a lot of information in it, it is suitable for complete newbies, and for people who know what they are doing there are lots of examples to get your creative juices flowing.

Below are some bits that I enjoyed which are direct quotes from the book…

  • The new rules of finding a job require you to share your knowledge and expertise with a world that is looking for what you have to offer
  • It is critical to respond quickly to situations as they unfold on the web.  Reacting quickly and honestly in the same forums where the discussions are taking place is essential
  • Marketers must take active participation in the communities that matter for their markets.  But you can’t just stand on the virtual sidelines and post only when you have something for sale or a comment about your products and services.
  • Social media sites are places that people congregate to discuss things that are important to them
  • Thanks to the power of search engines, my blog is also the most vital and effective way for people to find me.  Every word of every post is indexed by Google….
  • The good news is that blogging most certainly generates returns for anyone who creates an interesting blog and posts regularly to it
  • Should you believe everything you read on blogs?  Hell no! That’s akin to believing everything you hear on the street or in a bar.  Thinking of the web as a city, rather than a newspaper, and bloggers as individual citizen voices provides implications for all net-citizens.
  • “you can’t reheat a souffle” John Frazier from Quinn & Co talking about the Tourism Queensland Best job in the world campaign
  • For content that is best delivered via audio or for buyers who prefer to listen to content, podcasting is obviously essential.
  • The challenge for marketers is to harness the amazing power of viral
  • The more I research websites – and I’ve checked out thousands over the past several years – the more I realize that the best ones unite many important factors in a way that is difficult to describe.  They just feel right – as if the creator of the sites cares a great deal and wants her passion to shine through.
  • You must now think like a publisher.  You should develop an editorial plan to reach your buyers with focused content in the media that they prefer
  • Clearly and simply articulate what you want people to believe
  • An effective web marketing plan requires an understanding of the ways your buyers speak and the real words and phrases they use.  This is important not only for building a positive online relationship with buyers, but also for planning effective search engine marketing strategies
  • web content sells any product or service and advocates any philosophy or image
  • An effective web marketing and pr strategy that delivers compelling content to buyers gets them to take action

If you are just trying to get your head around what can be achieved in marketing online this is a good place to start, it lays out what you need to know in an easy to understand format.  There are lots of examples and ideas to get you going, but David does NOT tell you what to do, if that’s what you are looking for this isn’t the book.  As this Rabbit knows marketing and PR in this internet day and age is not a cookie cutter one size fits all businesses/results.  Instead companies must first workout what they want to achieve, who their buyers are and then engage them.  What works is a matter of creativity, timing and appeal to the audience.  This book will get you started down that road, but for those of you who are not creative, use this to find out more, and then hire someone to get creative for you!

Have you read this book?  Tell me what you think in the comments below or on the Social Rabbit Facebook Page.

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Mental Monday:Tribes by Seth Godin

Good Evening, Social Rabbit here with your guide to the world of social media.

Today being Mental Monday it’s time to review a book related to social media, today my choice is Tribes by Seth Godin.  Now I should let you know that I am a HUGE Seth Godin fan, and regularly read his blogs, but a close friend of mine had read this book and said it was nothing new, so I was a bit reluctant to read it.  But readers I committed to you to read a book a week, so here I am.  I know you may think, but this isn’t on social media, well you’d be WRONG.  Why?  Tribes is all about leadership, Seth defines it as “a group of people connected to one another, connected to a leader, and connected to an idea”.  This reader is what social networking is ALL about.

Your Facebook page is all about an idea, you are the leader, on Twitter you tweet out ideas and thoughts as the leader and you have followers – see what I mean?

So for me this book is one that instead of talking about Facebook etc, gets right down the grass-roots and talks about leadership, what it is and what it takes.  If you want to create a community then you are a leader, this book is one that stands out for me in terms of defining what a leader should be doing, and how ANYONE can be a leader it just takes faith.  My favourite bits from the book are (these are all direct quotes):

  • Leadership is about creating change that you believe in
  • Marketing is the act of telling stories about the things we make – stories that sell and stories that spread
  • Leaders make a ruckus
  • Great leaders create movements by empowering the tribe to communicate
  • It only takes two things to turn a group of people into a tribe: 1) a shared interest, 2) a way to communicate
  • Leadership is a choice.  It’s the choice not to do nothing.
  • Showing up isn’t sufficient
  • Through your actions as a leader you attract a tribe that wants to follow you
  • Great leaders don’t try to please everyone
  • The lesson is that one person with a persistent vision can make change happen, whether climbing rocks or delivering services
  • Changing things – pushing the envelope and creating a future that doesn’t exist yet (at the same time you’re criticised by everyone else) – requires bravery
  • Tribes are the most effective media channels ever, but they’re not for sale or for rent.  Tribes don’t do what you want; they do what they want
  • The challenge for the leader is to help your tribe sing, whatever form that song takes
  • Caring is the key emotion at the centre of the tribe
  • Part of leadership (a big part of it, actually) is the ability to stick with the dream for a long time
  • There’s a small price for being too early, but a huge penalty for being too late

But beware… “you can’t have a tribe without a leader – and you can’t be a leader without a tribe”.

Seth also talks about creating a Micromovement (this is one thing that you as the leader believe in) and gives 5 things to do and 6 key principles:

Things to do:

  1. Publish a manifesto
  2. Make it easy for followers to connect with you
  3. Make it easy for your followers to connect with one another
  4. Realise that money is not the point of the movement
  5. Track your progress

Key Principles

  1. Transparency is really your only option
  2. Your movement needs to be bigger than you
  3. Movements that grow, thrive
  4. Movements are made most clear when compared to the status quo or to movements that work to push the other direction
  5. Exclude outsiders
  6. Tearing others down is never helpful to a movement as building your followers up

So everyone out there with a Facebook Page, a Twitter account, a YouTube channel etc you are all being a leader and creating a following/tribe.  Have you noticed how the same points are raised again and again in regards to social media, eg the transparency, the caring and that it takes time?  In the rush to get x number of followers we often forget this.  So if you want to learn more check out Tribes, and consider your leadership of your tribe….

Got comments?  Please tell me below or on the Facebook Page.  F.Y.I. Just to confirm I was NOT paid to write this, it is a completely honest opinion.

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More reasons I love the new Facebook interaction

Good Evening, Social Rabbit here with your guide to the world of social media.

I am a self-confessed lover of the new Facebook “likes” and social plugins that came out in April 2010, it is just delicious for me as a consumer, as well as a marketer, I can see the world opening up into such a wonderful place (no, I’m not drunk!).

Here are more reasons I love it:

I went onto www.CNN.com over the weekend to check out their like buttons, then went back today to show people and it remembered me – no clicking required 🙂

As a Consumer why?

– I feel special that they remembered me (even if I know it isn’t that a real person remembered me, it feels like the old days when you shopped local and people knew your name and said hello when you walked in)
– It makes my life easier to be able to update my Facebook page from here

As a Marketer why?

– The sites engages with the consumer EVERY visit!
– The site makes the consumer feel special and therefore puts them in a positive frame of mind
– It allows them to share important news with friends quickly and easily
– The plugin allows the consumer to see what their friends have been looking at, which keeps them up with what is important to their friends and gives them something incommon to share, eg that was so awful about x on CNN wasn’t it?

On the www.Levis.com site I am even MORE excited, this to me is the ultimate in marketing, and will give you millions (ok well maybe not millions, but lots) of ideas that you could use on your site:

You can see here that Levi’s have got totally onboard the “like train”, asking you directly to declare your likes they have turned it into a campaign.  They have partnered with Facebook in a way that they claim is going to help you with “like-minded shopping”. 

I click through to the “Friends store” do you like that?  🙂 (if it’s early & you are only half awake I’ll explain – you have friends on your personal Facebook profile, so once again they have used the Facebook terminology).  I can see on the next screen which jeans everyone “likes” voted on (you can’t see the jeans in the screen shot they are above the  like buttons).  I then scroll down and see what everyone recently liked, it appears that none of my friends “like” Levi’s hence why I get this.  But the clincher for me on this is that I see upcoming birthdays!  I see that it is my friend Seb’s birthday on May 3rd, now if I was on a site that sold something he might “like” I might buy him a present there and then….

As a Consumer why?

– I am reminded of my friend’s birthdays and if it was a site with a gift that worked I would have bought it (but I don’t want to buy Seb jeans!)
– I like it that I can see which jeans are popular, for me I only buy one style, but if I was buying an item for a friend, or buying a non-clothing item I would look at this as a guide to what I choose
– If one of my friend’s had liked something I would (if I valued their dress sense/opinion) like it to, or buy it if it was right, either way I would look at it

As a Marketer why?

– I am engaging my customers right at the point of purchase
– I am getting onto their level showing them that I understand that they are into Facebook and I have made life easy for them
– I have shown them I care by prompting them of their friend’s birthday so that they don’t get repercussions for forgetting
– I have made it easy for them to buy items that they are unsure about by showing them what others are choosing
– The “like” voting on the jeans helps me to know which I should promote in the next newsletter/home page of the site to boost sales
– The “like” voting also helps me with stock control

So do you get it yet?  Can you see the power that Facebook has unleashed for marketers with the global web liking?   I think I can see where this is going next, addresses in Facebook accounts and credit cards/payment system linked to it so that you can on this Levi’s store buy it straight away, no more needing to add to a cart and check out, one or two clicks and it’s yours, plus you can choose which friend you want to send it to….  Imagine the possibilities…

Well this Rabbit has to go and have a lie down, all this excitement is too much!  Let me know your thoughts in the comments or tell me on the Facebook Page www.Facebook.com/SocialRabbit and apologies for not having a “like” button, I would if I could, but technical challenges mean I can’t, but soon, I have the warren onto it.

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I love the new Facebook Interaction

Good Morning, Social Rabbit here with your guide to the world of social media.

Very very very excited today.  With the news on Thursday (22nd April 2010) of the new sharing of Facebook with other websites I didn’t really know what the implications would be for me as a user and brands.  But today I experienced it first hand while shopping at www.dvf.com, below are the screen shots of my experience…

 Shopping on DVF.com, liked this dress and I could share it using Facebook, so I clicked to share

Next after I’d agreed to share with the app I got this, which has a picture of the dress & a space to comment and I can add it to my wall

Now it’s on my Facebook wall 🙂

I’ve rated the dress for other visitors to see

Ok so why do I love it as a Facebook user?

  • I can ask my friends opinions on products/services before I buy
  • On the DVF website I can see if any of my other friends have liked it, and if they have I can check with them if they bought it (I don’t want the same dress as a friend if we live in the same town)
  • I feel I am really interacting with the brand
  • I feel that the brand knows me – that I like to ask my friends their opinion on my potential purchases
  • I feel that my brand is trendy and with it because they are using social media and making my life easy

Why I love it as a marketer..

  • Brand awareness – big time!  Now additional people (my customer’s friends) have seen the brand and the products which increases brand awareness and potentially sales
  • Gives quick stats on the website as to what designs/products people like, so it will help with forecasting demand and when trying to sell into retailers
  • I am helping my customers, in that they can easily ask their friends opinions of products
  • I am helping my customers as they can see what others have rated the item
  • It gives me feedback on designs in a type of crowdsourcing way that I can use for future collections
  • It gives the perception that my brand is up with social media trends

Well now I’m off to see who else has this on their sites, if you find one you love, please share it in the comments.  I am sure over the next few weeks we will see more and more websites add the social widgets that allow sharing and rating of products.  It’s an exciting week for consumers and brands alike.

P.S.  If anyone at www.dvf.com is reading this happy to have free dresses 🙂

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Should I put my business on Twitter?

Good Morning, Social Rabbit here your guide to the world of social media.

First up, Twitter is one of those social networking tools where the more you put in the more you get out, so be aware that you can’t just set up an account and then think “yes I’m on Twitter”. Putting your business on Twitter can work really well; it can show you as an expert in your field and can definitely help in promoting your business. However, you need to define a real strategy for your Twittering, eg setting aside time everyday to tweet (messages you send), this could be 15 minutes at the start and end of each day, it doesn’t have to be hours. You need to create rapport with your fellow Twitterers, the best way to do this is to tweet things of interest, eg an interesting website, your latest blog, new tax breaks etc. to your followers without it sounding like you are selling.

Below are some points to help you to make the most out of Twitter when you are starting out:
• Twitter name
o Choose a good name – make it relevant to your business, eg for me I am LaRoo (my business name), or you could choose your website address (without the .com bit)
o Make your name short, you want people to retweet you (which is when people forward your message onto their followers), and as they only have 140 characters to write their tweet in, you won’t get retweeted much if your name is 20 characters!
• Set up your profile properly, when people want to know more about your business this is where they will look, so make sure what you do and your website address is there
• Find some people to follow who interest you, or are relevant to your business, other Twitterers will often look and see who people are following
• Promote your Twitter name in your email signature, business cards and on your website

For more info the best book I’ve found on Twitter is “Twitter Power” by Joel Comm, it goes through how to get the most out of Twitter and starts with the basics.

Tweeting off now fans 🙂

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The more you put in the more you get out…

Good evening, Social Rabbit here with your guide to the world of social media.

This saying is a fact of life, and yet we all (well I know I do) deep down think, maybe this time it will just happen!

Social media is no different to life, so you decide your business needs a Facebook Fan Page, you go and set it up, you have a lovely landing page, lots of flash apps and a cool logo, but only 1 fan (you!).  If you don’t tell anyone about it, the number of fans is just not going to increase (well ok it might, but it’s pretty unlikely).  It’s the same as if you had set up a new business, you’re working from your spare room, you have great business cards, but unless you tell people about it you’re not going to have any customers.

Facebook and other social media is the same as the real world in this respect.  You can get really excited saying “I have to have a Facebook Page because there are 350 million peple on Facebook”, but don’t think that once you have a fan page (btw there are about 1.6 million fan pages out there, according to Facebook) all 350 million people will become fans of yours… After all why should they?  It’s like anything, people have to be interested in what you are doing to want to know more about it and/or be involved in it.

There’s lots of great sayings I can say to you… but I think that this one “the more you put in the more you get out” is something that every wannabee Facebook Fan Page builder should take on board.  Building your fan base is not about quantity it’s about quality (unless you want to ultimately sell the fans off, which you can see http://f.anpag.es/).  You want to get fans who love what you’re doing and take the time to interact with your business/brand, because that is how you will build the connection with them.  Unfortunately it is unlikely that this is going to happen overnight, you need to put some work into it, write great posts, use fan ad’s, ask your friends to join and other time consuming activities.  But the reward will be there once you have built your fan base 🙂

Of course if anyone has found the ultimate that app that builds fans for you while you sleep without you paying for it, then I’d love to hear.

Keep fanning, and why not become my fan! http://www.Facebook.com/SocialRabbit

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Filed under Facebook fan pages, facebook page, Small business, social media