After we thought about it, here are 3 things your brand shouldn’t do in regards to social media….

Do NOT try to Use Social Media Without A Plan

Before you do anything online, you MUST have a plan of action. You cannot simply assume “If I build it, they will come.” Just because you have an account on Facebook, Twitter, LinkedIn, or anything else does not mean that more people will respond to your brand. Set goals for how you want to manage your brand online and what you want to achieve, because if you do nothing, then your brand will quickly be forgotten. It is hard to measure success without clearly defined goals.

Do NOT Post Sporadically and Don’t Get Boring

Maintain a good schedule of monitoring your accounts. Whether you make a post once a month, week, or day, make sure your customers know when they should expect something from you. If you fail to post on a regular basis, people will not see the point in engaging with you. Focus on quality content that is relevant and keeps engagement up. Understand that Social Media is a marathon, not a sprint. One post might have a high response rate, but that by no means guarantees people will respond the same way in the future. Also make sure you post a wide mix of content from videos to pictures to graphics to keep your networks interested.

Do NOT Spread Your Brand All Over the Web

Success is not measured by the number of likes or followers you may or may not have. If you focus directly on your initial target market and consistently engage and answer questions, then your networks will grow on their own. If you attempt to attract as many followers as possible by posting something meaningless every chance you get, your customers won’t feel valued. You do not have to answer every single post or tweet that comes along, but as long as you can show your networks that you care more about them than the actual numbers, success will be there in the long run.

We hope this gives a clearer picture about some of the mistakes brands make when using social media.

As always, if you have more in-depth questions about social media, we'd love to chat. Feel free to contact us any time.

The reason we’re talking about Social Media “REVOLUTIONIZING” your brand in 2012 instead of it being another “RESOLUTION” is because we believe it’s finally earned a seat at the table.

In 2010, Social media would have been at the kids table at Thanksgiving at the Marketing house with QR Codes, SEO, and other strategies, but in 2012, it’s finally earned a seat at the Adult Table.

For a few reasons….

Social media gives brands a new opportunity to gain influence.

The reason that many brands are hesitant to start using social media is because they are afraid that they’ll loose total control over their brand’s perception. And to some point, that’s justifiable. But, we explained that brands can either view that as a threat, or as an opportunity.

Social media allows brands to influence consumer’s perception in a new way, by listening to the conversation and reacting.

It’s a Pull, not a Push

Social Media is different than any other way we market our brand. For the past 40 years, it’s always been about who can yell their message the loudest and clearest. We were trying to push our message to as many people as possible. Hopefully if we yell loud and clear enough, people will choose us.

Now with social media, it’s changed. We’re trying to pull people into our product.

Social media is a lot like dating. You don’t go on a first date and boast about how awesome you are (well… some of you might, but that’s why you’re not getting date #2). No, you go in and talk about the other person. Ask them questions to see what their interested in… Be entertaining, be fun, be engaging. Create a brand people fall in love with.

Social media has changed consumer’s expectations

The third reason Social Media has earned a seat at the adult table is because it’s changed customer expectations of brands. Consumers EXPECT brands to interact with them in social media.

If you want an example of a brand doing a horrible job at this, just check Netflix’s Facebook page. The only use Facebook as a one-way communication tool. Could they have possibly avoided some of the loss of 800,000 subscribers when the increased their prices if they would have portrayed a little more sympathy through their social media…. Probably.

Combine these reasons with the exponential growth of social media since the beginning of 2011 and we think you’ll see the potential for it to revolutionize your marketing efforts in 2012.

Here is our complete presentation: The Social Media Revolution

What are we covering at our next DIG? Check out our complete 2012 DIG schedule.

Have Questions? Feel free to contact us any time if you’re interested in discussing how to use social media for your business.

At Werkshop, we stress from the very beginning of our  strategic planning process that businesses should consider all marketing tactics and be mindful of which brand building tools they choose to utilize to promote their product or service,.  One tool that is continuously used, is Public Relations. No matter your product or service, effective public relations is key to telling your story. If you are managing your own marketing planning, it is key is to recognize that PR has evolved to include much more than media and community relations.

The New Way to Manage Public Relations

Just 10 years ago, PR was very linear. A brand or agency would pitch an editor or reporter with a story that would interest the audience. It was the same process and message almost every time.

Now, with the evolution of technology and addition of other media outlets, the PR process has become molecular. The way brands and agencies pitch has adapted as well. You would not pitch a reporter the same way you would a blogger and you would not pitch a blogger the same way you might pitch a thought leader in a particular industry . There are so many new “rules” to PR because there are so many new players. Another notable difference in today’s PR is that with the addition of many new media outlets, your audiences are receiving their news from multiple sources, which is great news for all brands!  i

Essentially, the change that we are witnessing in the public relations process gives the term grass roots a whole new meaning. Content is still king, but context has become god. You must still share interesting information in order to grab attention, but the context in which you share that information is more important than ever.

It’s the reason we refer to it as “strategic communications” instead of simply public relations. 

Remember, as you continue to determine the best tools to use to build your brand, PR isn’t dead. In fact, it’s more alive than ever.

If you’re interested in learning how to utilize strategic communications for your brand in 2012, feel free to send us an email or call 615.579.1502.

QR Code Idea from a Recent Macy's Campaign

With so many questions, we decided to take some time and answer some of the most common ones we hear.

What is a QR Code?

A QR Code, abbreviated from Quick Response Code, is like a barcode. The difference now is smartphones can now read the barcodes and perform certain functions, like allowing someone to add contact information or visit a website on their phone. Think of them as an alternative way to get text into the phone so someone doesn’t have to manually type it out. They bridge the gap between the real world and the digital world. They allow consumers to interact and engage with your brand on a very personal device which they have with them at nearly all times.

Are QR Codes just a Fad?

QR Codes really started to become a serious marketing tool in the past couple of years with the rise of smart phones. According to many experts, smartphone sells will reach 468 million this year (if they haven’t already), and by 2015 smart phone sales are expected to pass the 1 billion mark.  Combine those number with other statistics on how frequently smartphone owners use their devices to search products, and you have a serious case for invest in mobile marketing. As smartphone sells continue to sky rocket, more people will have the ability to use QR scanners on their phones. It seems like it’s a tool that is here to stay. And just like many of it’s digital marketing counterparts, QR Codes make it easy to track and measure results. We believe that QR codes will only become more popular as the trends continue towards digital devices.

Is it only for young audience or all adults?

The short answer for this question is… No. QR Codes are for anyone who has a smart phone & has downloaded a QR Code Scanner. Granted, younger audiences are quicker to adopt new tools such as QR Codes, but they are by no means limited to that demographic.

Can you change the link or do you have to create a new QR code?

So you’re running a long-standing ad & you want to change the promotional link of the QR Code, you can do that.

Can you change the color of a QR Code?

Maybe you want to integrate your QR code with the same look and feel as your ad, or you want your QR Code to “pop”, or you just hate the color black. Whatever the reason, you can change the color of your QR Code. In fact, you can also make your QR Code stand out without affecting scanability.

In fact, the QR service we use, bit.ly makes it easy for you to change the URL any time you want right at the top of your QR code generator.

How can my business or organization use QR Codes?

QR code engagement could bring a unique experience that has the potential to create buzz, word-of-mouth marketing, and ultimately new leads. They can also create customer loyalty when you meet consumers where they are: on their smartphone. QR codes have breathed life into print. Think about the buzz that could be created and the story you can plant in the minds of your customers. Or maybe you want to tell your story through mobile video and QR codes and turn people into brand advocates because they realize the deeper meaning behind what you’re doing. Mobile technology and QR codes make that possible.

How much does it cost?

What if we told you a lot of this  you can create for free? You can. We’re so used to paying for things… but disruptive business models and open source is changing the way we think about the tools. Facebook? Free. Twitter? Free. QR codes? Aha, free (unless you need custom work and/or want convenience/simplicity in QR code management).

We’ve used QR codes for several clients and it has proven to be a valuable tool. If you’re interested in talking about QR codes for your brand shoot us a message & let’s talk shop.

Today, we’re sharing our thoughts on how you can avoid these mistakes & use social media as a tool to compliment your overall brand strategy.

Mistake #1: Talking one way

Solution: Avoiding this mistake is as simple as changing one word. Instead of talking “to” people, focus on talking “with” people. Commit to monitoring mentions, comments, or updates in your industry. Tag people a posts, ask questions, answer questions or respond to comments that people make about your brand, help someone who might have tweeted about something in your industry, ask questions! Making time to engage in the conversation is just as important as creating the message. Don’t just talk to people; talk with them.

Mistake #2: Not knowing when to ask for business

Solution: This mistake is a pretty easy one to make. Either you don’t want to come off as “spamming” so you never ask for business, or you haven’t built a relationship with your audience so you ask too much. To guard yourself against this mistake, it is important to find a balance in the amount of social and promotional messaging you share. At workshop, we suggest people adopt a point system for twitter. Doing so will keep you from being over promotional, but remind you to provide a “call to action” every once and a while. For Facebook, a good rule of thumb is to break down your messaging to 60% social, 40% promotional. Remember that people use social media to “be social”, especially with Facebook, which is how we came up with that breakdown. We’ve seen that being social leads to a better return for your promotional messaging.

Mistake #3: Shiny Object Syndrome

Solution: Remember this, just because it exists doesn’t mean you should use it. Before you determine what social media tools to use, first determine why you want to use them. Answering “why” will help you figure out “what”. From there, commit to being excellent at whatever tools you use. If another tool comes along, research it thoroughly to see if it would be beneficial for your brand. Being excellent with a few social media tools will provide much greater roi than being mediocre with all of them.

Mistake #4: Poor Messaging

Solution: Many times, this mistake reveals a bigger issue of not really knowing your brand message. Know what makes your brand special and how you should communicate with customers before you start using social media. If you have a serious company, don’t post jokes or funny videos – instead share statistics and updates about your company’s team members. If you’re a more relaxed brand, loosen up, have a little fun, and show that there is an actual person behind your company’s social media messaging.

Southwest Airlines is great at this. They know their brand’s voice and they have fun. Thus, they succeed.

Mistake #5: Sales Faux Pas

Solution: Like most of the other social media mistakes, avoiding sales faux pas happens with a paradigm shift. You have to realize that social media isn’t another platform to shout your message from the rooftops. Instead, try sharing the pros and cons about your industry or product category. Ask people to provide feedback or participate. Highlight your best customers or supporters. Doing so will prompt them to share about your brand even more. The main key – add value to your audience.

Although many businesses will continue to make these social media mistakes, yours doesn’t have to be one of them. Implementing these solutions will not only help you use social media more effectively, it will ultimately help you create a thriving business for years to come.

Here are the top 5 social media mistakes most businesses make noted by Starr in the ad:

Mistake #1: Talking one way

Many businesses owners or CEOs start their social media efforts because they want to grow their business online and see it as another way to promote their brand. However, they don’t engage in conversations with customers (either existing or potential). If a brand is using social media to promote it’s latest product or next event, its essentially using the tool as email marketing 2.0 and considerably missing the point. Understanding that social media is a two way street and engaging with customers is key for social media success.

Mistake #2: Not knowing when to ask for business

If you understand that social media is a two way street, great! You’ve gotten past the fundamental mistake most businesses make. However, most brands that are engaging in conversations within their industry haven’t figured out when to ask for business. Some seem to be in social media “for the fun of it” without actually quantifying any valuable leads; others try and force business without building trust with their followers or fans. Finding a balance is the key to overcoming this mistake.

 Mistake #3: Shiny Object Syndrome

“We need to be on Facebook, Twitter, LinkedIn, Youtube, Google+, Flickr, digg, friendfried, and Myspace”. This is a statement a lot of social media beginners make when they first start using social media. At Werkshop, we’re big advocates of the idea that you should use your tools wisely. This goes for social media, too. Brands shouldn’t automatically think that they have to be a part of every social media outlet even if it is the newest and greatest thing since wireless internet.

Mistake #4: Poor Messaging

With so much content being shared these days, consumers can often get overwhelmed with all of the messaging from brands. That’s why it is extremely important for brands to have a strategy when it comes to the stuff they post online. Many businesses are projecting the wrong thing through what they’re saying online or there is a lack of consistency in the frequency of their posts. If a brand hasn’t developed a clear strategy and commitment to sharing interesting content, then it will have a hard time earning the attention of it’s audience.

Mistake #5: Sales Faux Pas

This is probably the most common mistake businesses make when it comes to social media. Talking only about your latest product or service and how much it costs is not only a waste of time; it’s wrong. Our society doesn’t look kindly upon people who only seem to talk about how great they are, so why do we think we can do it as a brand? Here’s a good rule of thumb, if you’re only talking about how amazing your products are, you’re probably talking to yourself.

Tomorrow we’ll be sharing ways you can avoid these mistakes and build a social media presence that leads to more awareness, increased sales, and stronger supporters.

In the mean time, what are some other mistakes that you notice businesses making?

For the most up-to-date presentation and white paper on the Social Marketing Puzzle, see below.

So it’s hard to believe that, just five years ago, the term “viral video” didn’t exist — because there was nowhere for the virus to incubate. But on Valentines Day 2005, the domain name www.youtube.com was registered… the first little baby step in a project that would quite literally change the world.

More than 1 billion videos per day are now viewed on YouTube, and a whole host of imitators and innovators have popped up since. Want TV on your schedule? Go to Hulu. Want higher-quality, artier fare? Try Vimeo. Want comedy? Head over to Funny Or Die. But the queen bee is still YouTube, the place where news, advertising, soapbox and spam collide. Some of the most popular advertisements of recent years (Bud Light’s “Swear Jar,” for instance, or eTrade’s “Trading Baby”) only ran a few times on television, but garnered millions of intentional views on YouTube.

But what does it mean for you? It means, at a minimum, that there’s a low-cost, low-maintenance way to reach potential customers. But what is also means is that “traditional advertising” — print, radio and television — is now just a part of the equation. The other part — a portion that’s growing larger each and every day — is social media. Businesses and brands can no longer rely on a huge ad buy to make an impact, because if it doesn’t connect with consumers in a meaningful way, it will make LESS of an impression than it ever has. The market is saturated: More channels, more websites, and more ad impressions than ever before… it spurs us to tune out the noise, and pay attention only to those things that really connects to us.

It’s a challenge, to be sure, but it’s also an opportunity: To stand out from the crowd by being… well, interesting, for sure — but more importantly, being open, honest and accountable to your customers and clients. It’s a rebirth of human connection via technology, and it’s arguably all thanks to YouTube.

Many companies and small businesspeople come to us with tool malfunction. Agencies, experts or ad sales executives, offering a grab-bag of marketing tactics, led the client to choose a marketing tool without knowing what they were getting into. Now, they need guidance to fix the problem they inadvertently caused.

For example: Over lunch recently, a businessman told me about his experience with a traditional marketing tool, direct mail. He then proclaimed that it “no longer works.” You see, he and his partners had designed a postcard touting their business’s strengths, purchased a mailing list pulled the trigger — and were perplexed when they received not a single response. Clearly, the mailing was ineffective. But what I attempted to explain is that the mailing really couldn’t be effective — in fact, no marketing tactic is effective when undertaken without proper planning. Without a blueprint, the tool can’t be held responsible for its results!

The hammer is only as good as the person holding the nail. Without careful holding, the hammer will only beat the heck out of the object underneath of it! So I asked my lunch companion some questions, attempting to figure out why the mailing didn’t work. Was it the message? The art? When did it arrive in mailboxes? Did the mailing list meet targeted criteria? What did the project cost? And, most importantly, was the company’s expectations of the direct mail campaign legitimate?

He couldn’t really answer most of the questions — which is precisely the point! The lack of planning caught up with the company, and thus a potential opportunity was just wasted paper (and wasted money).

Each tool in the marketing toolbox has its place. Public relations, web communication, interactive media, mass advertising — the list is lengthy, but not every campaign requires every tool. Every tool, however, requires a focused, fine-tuned strategy in order to work the way it was intended.