Recently Robby Berthume of Moon Berthume and Epsilon Concepts sat down with Andy Koehn, Jeff Haden, and Andrea Knight to discuss how social media is affecting business models, particularly in jewelry and bridal related industries, over a series of eight webisodes. The series was produced by Where To Get Engaged, an engagement and wedding social network designed and developed by Epsilon Concepts, and directed by Josh Gooden. What follows is episode four.
Recently Robby Berthume of Epsilon Concepts and Moon Berthume sat down with Andy Koehn, Jeff Haden, and Andrea Knight to discuss how social media is affecting business models, particularly in jewelry and bridal related industries, over a series of eight webisodes. The series was produced by Where To Get Engaged, an engagement and wedding social network built and operated by Epsilon Concepts and directed by Josh Gooden.
Although I haveuseditbefore, I detest the word campaign in the phrase “Social Media Campaign”.
Conversations trump campaigns and the word “campaign” has a military undertone I’m not comfortable with. The people you’re supposed to be having a conversation with are not enemies to be raped, pillaged & plundered.
Although I will continue to use the phrase, it would be nice to find a more accurate way of describing how brands initiate conversations with true fans (see also: Seth Godin’s Tribes)
Until that happens, I will continue to use the word campaign because:
1. It’s pretty much a standard phrase when social media is a part of the marketing strategy, which means that:
2. It is the most efficient way of having conversations with other people involved in the social media landscape
I realize I’m deviating from the original reason these words began to be used in this context to begin with; and that is exactly what I’m saying we might need to do.
One conclusion I’ve come to so far is that although the Sun Tzu route may work in a certain context, there’s a need to draw a line somewhere so that that hawkish mindset doesn’t carry over to the conversations brands should be having with their fans.
Otherwise, we would just be paying lip service to the social in “social media”.
I will now proceed to shut up & return to looking for a word to replace “campaign”.
Yes, 2008 is over and another odd year has arrived. In other more exciting news, we’ve just completed our first year of blogging @ Things Worth Talking About. Despite a lot of hectic schedules and tight projects, we managed to publish 153 posts over the last 12 months. Averaging 3 posts per week, bushmanbill, myself and several guest bloggers wrote the bulk of the posts. We also improved the design of our blog, have added some valuable auxiliary content, and have integrated other social media tools into our mix. Yes, yes, I know, I might break my arm giving myself a pat on the back. What can I say, blogging is sometimes a tough habit to stick with. Luckily, we’ve developed the habit of blogging and have kept the vision (for the most part) when it comes to growing our megaphone in the digital world.
It is also true that wisdom is gained from experience and growth occurs from mistakes. We’ve made mistakes this past year, but I’ve been very happy with the level of productivity and support I’ve received from my team. This spans outside of our blogging efforts into other facets of our service offering. Our team has really grown this year, out of diversity and also out of tremendous success. With each hill that we climb, we become more confident in ourselves, in each other, and in the value of our mission. In a low-trust world, we focus on the relevant, the valuable, and the lasting to achieve results for ourselves and our clients, each goal at a time.
We want to continue to publish interesting and relevant content via this blog and aim to stay focused around our core competencies and passions, namely social media, social & environmental causes, new media, new marketing, outsourcing, and globalization. We also may reduce the quantity of posts, as we focus in on producing and publishing only the most remarkable, relevant and focused content as possible. If you’re interesting in contributing or have a recommendation or request, please do contact us. We’ll be doing more social site reviews in the coming year, as well as talking about the happening events and vendors that are adding value in this space.
In 2009 we also aim to solidify our events section, keeping tabs on relevant events around the areas just outlined above, worldwide. Furthermore, our upcoming Digital Directory will be a clean, usable, and valuable directory of digital professionals. Listings will be granted upon editor approval on a first come, first save basis. Basic listings are free and premium listings are only $25 per month. We will only be selecting and recommending a limited amount of vendors and freelancers, aiming not for the biggest digital directory, but the best.
The new year is here and we will only be selecting a very limited number of clients this year, probably less than 5 or 6. We’re working on some exciting projects and want to really enhance our quality, output, and credibility in this new year. The economy may be rough waters, but we believe if we’re good enough, we’ll always be worth the investment for our clients and that this economic landscape is the perfect time to expand, hire more people, and fuel our growth and success in this field. We’re fast coming up on a decade in business, so it’s imperative we continue to make solid headway in the new year.
Additionally, in late ‘09 I’ll be formally announcing the release date of a revolutionary new global business-to-business platform. I’ve been working on the foundation to this concept for the last five years and we’re hard at work on a global social directory that will connect buyers and sellers across the world, promoting world peace, global collaboration, and strengthening individual country’s economies as well as the global economy. Our site will be just as valuable to the buyer as to the seller, with a feature set chock full of revolutionary features weaving social networking, search, and a directory. Outsourcing is a multi-billion dollar industry with a bad rep and we intend on opening up global collaboration in a powerful, easy, and intuitive manner. The three things that stand in the way of outsourcing are risk (or perceived risk), ignorance, and communication (or lack thereof) and we believe our platform can and will address each in a remarkable way.
Here’s a quote from the interview to get you started:
“Goldberg has stated several times, “Our model at SocialMedian has been: small, fast, and listen to users.” You have probably noticed that you do not see any advertising or many press releases plastered all over the major news sites. Essentially, SocialMedian has been built through its user base. The only “press coverage” you tend to see are reviews from various blogs, including here on Mashable.”
I’ve used the site long enough to know that
SocialMedian actually pays attention to user feedback
Don’t work without a system
Although it’s easier to see the connection between creating media and art, code too is an art. Managed chaos is required so they can all work well together: each creative process should work within a framework with defined ways of going about it. A lot of it maybe uncharted territory so at the very least, clearly communicate the big picture.
Don’t set unreasonable goals
This is worse than setting no goals at all. Stretching the team too far guarantees that Monday through Friday, everyone’s simply showing up to put in their time and go home. That attitude has eerie ways of showing up in online communication and people have a second sense for these things.
Don’t implement changes lightly. Or slowly
The only thing we know about change is that it will come. We don’t know how or when, but we do know it will happen (for example, blogs are now officially “old school”). Think hard before you adopt a (small or large) change. If you do decide to accept it, go after it like your life depends on it because while you were thinking, someone else started going for it.
Don’t get greedy
The effect of a well executed idea has a way of multiplying in significance, but it’s also the same thing with mistakes. Dream all you want, but make sure your focus is on what can be achieved in the short term (along with the lessons you’re going to be learning constantly).
Don’t assume you can “catch up” later if you get off schedule
In the same vein, don’t expect you’ll stay ahead of schedule later because you’re ahead of schedule now. In fact, you’re probably better off without a schedule altogether. You’re dealing with people and they won’t always keep to your well-organized schedule, no matter how great your intentions are.
Don’t take shortcuts or relax standards
I’m going to assume you know all about this so there’s not much to add here.
This is the 3rd, and last, post on what it takes to have successful social media campaign (you can read the 1st one here and the 2nd one here).
1. Create & follow a Social Media Campaign Plan
Obviously it is important to plan out any project before starting out. At the very least, establishing a basic idea of what you hope to achieve means it’ll be easier to keep everyone involved on the same page.
(In a similar vein, don’t overdo the planning or it’ll end up hurting more than helping. Be like water.)
2. Empower campaign personnel
Who manages your communication channels? What tools do they need? Do they work in an environment that actually helps them work better? Thankfully, the tools needed to run social media campaigns are well priced (read: virtually free) and you don’t have to break the bank to get a top notch toolkit.
3. Minimize red tape
Bureaucracy slows things down, which is always ugly. Always. If you’re starting from the top, a successful social media campaigns will require contributions from a wide variety of people (design, writers, customer service, marketing, PR and a host of other little pieces. Please think carefully before you clog the channels of communication with unnecessary (and pesky) obstacles.
4. Establish baselines & manage changes to it
“Social media campaign” is just a fancy term that basically amounts to allowing people to communicate with others online. Because the keyword in that sentence is people, there are certain goals you cannot establish as requirements because people can (and will) make up their minds for themselves. Social media isn’t a magical pill that will change minds in 2 days, 6 months or even 5 years. Nothing in real life does (except maybe fear, but that’s another story).
5. Take periodic snapshots of the campaign’s progress. Replan if necessary
Things happen: a new tool comes out you can’t get into (just yet), the “competition” comes up with a better feature, etc… In other words, real life happens and you’re better off learning from what did or didn’t work right now. Make sure you don’t go overboard on this one. Points #3 & #4 are your guiding principles on this one.
6. Re-estimate size, effort & schedules periodically
Yes, this is related to taking campaign snapshots (#5 above) and although they are similar on the surface, reestimating or replanning without first finding out why you need to do so waters down the effectiveness of your great re-organizational effort.
7. Foster Team Spirit
Content is king only when people enjoy it so pay attention to how happy the team creating the content is. Google provides world class food, 37signals give their employees credit cards and others use the time tested “Thank you” to keep the team spirit alive. Regardless of how you choose to do it, just make sure you are doing it.
This is the 2nd of 3 posts on the general framework of a social media campaign. Read the first one here and come back next week for the last post. Better yet, subscribe to our RSS feed and get posts automatically delivered to your RSS reader.
The next twoposts are going to outline what it takes IMO to get a successful social media campaign started so that it can keep going on its own.
The list is based on three pieces of literature and I’d like to tell you a little bit about so we can establish some context:
The first is the article from Alternet, The Growth of Talking Points Memo: A Case Study in Independent Media, which has gone from teeny-weeny personal blog to independent media empire (which is what every well run blog really is). The article is an in depth case study of how technology & journalism can work well together. We can dabble about the semantics of “journalism” later.
The second is a list of Dos & Don’ts for building software productively from NASA’s Software Engineering Laboratory (SEL). I first came across the list in Steve McConnell’s Software Project Survival Guide, which has an excellent summary of the whole list. The next two posts were inspired by, and lean heavily on this list.
In short, the SEL list lays out the foundation for building sound software. And it works well: it increased the quality of their software 10 to 20 times at the same time it allowed SEL teams maintain comparable productivity levels.
Not only is software one half of the social media landscape, it is also the platform where online relationships are built on. It’s not too difficult to see how faulty software can affect the quality of the relationships (think Facebook vs. Myspace).
The third is Seth Godin’s best book yet, Tribes: We Need You to Lead Us. It’s hard to describe & communicate the potential of the Internet + people & the good ideas they keep coming up with. At it it’s most basic, this is what social media does and Godin puts it all into perspective in this book.
The main ideas in the book that have to do with the following posts are:
Movements: the only way viable way to turn customers into fans is to start a movement. The fire of revolution dies, people get tired of causes, but movements are a head thing and it’s hard to throw those away. Just ask any Obama fan (better yet, ask a Bush fan and if you are that Bush fan, please let me know).
Platforms: Movements need a platform, a place to call home. TPM, Google and Apple (to some extent) are places like that. These days, the Internet has the platform part covered so virtually anyone can start their own movement or ind one that fits into the context of their lives.
Admittedly, not much of it is new: the same people that are online are the same people you run into at the coffee shop or at home so the basic rules still apply. The Internet is just another context for these relationships.
Click on the numbers to read the 2nd & 3rd post in the series.
The following is a guest post from Bob Sale and if we had our way, there will be more to come from him.
In order to illuminate why social networking sites such as Myspace might be misleading to employers, let me paint you a mind picture:
You’re an employer. You received a resume that caught your attention because it was really good……a little too really good. You become suspicious and decide to research the person’s personality by googling their name. You type in Rob Jansen into the search engine and up pops two profiles of Mr. Jansen. One is on Myspace and one is on Linkedin. Because HR is the only department allowed to access Myspace at work and because you love taking advantage of the advantage to have advantages, you look at the Myspace page first. At first glance of the page, you think, “Woah! This must be a mistake. This isn’t Rob’s page. This page belongs to Donny Drinksalot. You glance up at the URL that reads Myspace.com/Robjansen. O.k. it is Rob’s page. You start to browse the page to learn more about Mr. Drinksalot. After some very intricate detective work, you conclude that Rob is an alcoholic, womanizer, and has a weird infatuation with Rosie Odonnell. Then you remember the Linkedin page. You check it. You find out Rob has some pretty influential contacts, and he knows Joe Snodly. You and the Snodster had a pretty wild time in Boring, Oregon two years ago. You contact Joe and ask him about Jansen. After talking to him you decide to give Rob a chance. When you ask Donny Drinksalot why his myspace page is so risqué, he replies with confidence:
Rob: “Mr./Ms. (your last name here), I know I don’t speak for myself when I say there is a difference between my social life and my work life. If everybody acted the same with their friends as they do at work, everybody would have a 168 hour work week. I believe in having two social Networking sites. My Myspace page is for my clan, My Linkedin page is for my plan. And if you were at work two years ago when you were with the Snodster, You would have never done what you did with a latex glove and a baby elephant sticker.”
You can follow Social Media Club on twitter by clicking here and I urge you to visit Social Media Club’s site here for an event in your area and if you’re in LA it’s time to join the group on Facebook and start coming to the events!
I enjoyed enlightening discussions with many of the attendees including Devlyn Steele, CEO of ToolsToLife.com about the value of content and his value-driven social network, with Francisco Dao, founder of TheKillerPitch and blogger for FastCompany about PR in the social media realm, Kyra Reed and Marjorie Kase, co-founders of Markyr Media, an LA social media PR agency about the value of authenticity in social media, and enjoyed a thoughtful discussion on the evolution of web design with Andy Dugan of C/D Entertainment. I definitely can’t forget Tiffany Weller of Done! SEO who so graciously turned a dry event into a party with her wine and bartending services and TechZulu’s presence with Jennifer Stavros, Efren Toscano, and Cristina Cinque and though I didn’t get a chance to speak with him, I could see Hayden Black of GoodnightBurbank and AbigailsTeenDiary cracking everyone up.
Some interesting points of discussion and a few of my takeaways/thoughts from the event:
Care must be taken to remember that if you’re in this industry (“the left”) it seems like everyone and their Mom is on Twitter and is networked on Facebook. Yet, their is still a vast ocean of individuals who’ve never experienced social media (Wikipedia’s entry was showcased during the event) and its grandeur and who have no idea what web 2.0 even means. Additionally, if you’re in this industry it’s easy to fall prey to the overwhelming sensation that everything in the realm of social media and social networking is so fast-paced and saturated that you should give up on launching anything without heavy competition and earlier-to-market entrants. We must remember it takes the rest of the world time to catch on to new trends, so if you’re ahead of the curve or riding the curve, don’t become overwhelmed. Even 37Signals, with their uber-popular blog Signal vs. Noise recently wrote about how when they launched their blog they thought it was too little too late, what with the thousands of blogs cropping up before theirs hit cyberspace. Yet, their blog is now incredibly popular and widely regarded in the tech and design communities and proved to be an invaluable marketing channel helping to propel their products to success. Lesson: if you create content worth talking about, people will talk about it. Give them no choice and don’t fear the clutter. Clutter only makes you look better.
There was some talk about social network “cultures” and how Fortune 1000s and companies in general aim to enter the social fray without context. Facebook has a culture. mySpace has a culture. Bebo and Twitter and Digg and Squidoo have cultures. I see similarities between entering social media spaces and entering foreign markets: before entering a foreign market you must understand the culture and if you don’t, you must find someone who does. I think Facebook and mySpace and other social networking channels can have cultures within cultures, in the form of groups and such. McDonalds didn’t go into India serving meat burgers and a company shouldn’t go into the social networking realm blindly ignoring existing cultures. Immerse yourself (or find others who are immersed) and give value to gain recognition.
Corporate social media endeavors are often successful when bridging corporate with humanity. In my opinion, the best marketers aren’t marketers; they’re customers, other departments, and fans in general. Corporations that have experienced success often experience success as the result of social media being attached to an individual or group of individuals or sometimes simply a passionate fan. It’s 2008 and it’s time to bring personality and humanity to your business if you’re entering the social sphere.
Other memorable quotes included:
“once you know where to look, you know where to be”
“…the Internet has experienced several waves including a wave of static websites, a wave of interactive websites, and the current wave of social websites…”
“social media is a conversation, not a campaign”
“people make it viral”
“there’s nothing that succeeds like success”
Can’t forget some more pics courtesy of Wm. Marc Salsberry of TechZulu (more pics & videos can be found at their site):
Last of all, I want to hear your thoughts on the event! If I left you out or if you thought a discussion point was particularly thought-provoking, please post a comment… I’ll review each comment and will incorporate them into the post as pertinent. What did you gain from SMC LA? Will you go to the next event? How would you improve it? Also, can someone post the link to the “Social Media Guide” mentioned during the evening? What other social media events in LA and beyond are worth attending?
If you want to hear about upcoming social media / social networking posts and other riffs and rants, follow this blog and join me on twitter! Until next time…!
Social Networking, Road Warrior Style
“It’s a dilemma that commonly plagues business travelers: what to do with the sometimes hundreds of business cards collected during a trade show” … “SkyLounge Ltd.’s site, which launched in February, was upgraded this week to allow any user to open a virtual lounge dedicated to a company, an industry or an event. When people sign up for the service, they add their travel trip information and designate if the information is public or can be viewed only by the contacts in their own network.”
Social Networking Takes Off
“Social interaction platforms, including MySpace and Facebook, have grown dramatically in recent years, with more people joining every day. Once a niche activity, online social networking now engages millions of consumers and has become an integral part of many people’s lives. Currently, one out of every four people online visits social networking sites, according to the Consumer Internet Barometer.”
Teens Learn From Advertising On Social Sites
“OTX, releasing new results from its Teen Topix study, the complex lives of the 13 -17 year old set, found that teens are spending an average of 11.5 hours online, doing everything from instant messaging and visiting social networking sites to shopping and listening to music, but dispels myths that this group wants to do everything online.”
Demographic Divide Affects Social Mobile Net Usage
“Underlying this discrepancy is a demographic divide. Younger mobile customers who are more likely to use their phones for social networking can’t afford to–while older, more affluent ones with smart phones and unlimited data plans have little interest in the Web 2.0 phenomenon. A recent study by Local Mobile Search, a unit of Opus Research, found that only 6% of cell phone subscribers in North America have accessed social networks on their phones–although three-quarters belong to such networks.”
The latest headlines from the social networking realm:
More Firms Create High-end, Custom Social Networks
“A highly customized social network can run between six and seven figures. But those are ones with lots of bells and whistles. Even with the cost, social networks have become the Web site of this decade. Back in the ’90s if you didn’t have a Web site you were irrelevant; the same was true with having an e-commerce site in 2001. That is where social networks are right now.”
I couldn’t agree more with Jerry Sheer in this candid interview with the Wall Street Journal
stickK Introduces the Self-Contract “stickK is designed to promote a healthier lifestyle by allowing users to create “Commitment Contracts” that oblige them to follow through with commitments such as exercise and quitting smoking.” An innovative spin on offering value to users while encouraging repeat visits and follow-through. This is a feature that will be interesting for other social networking websites as well to examine and incorporate with the right audience/niche.
Social Network Marketing Campaign Strategies for Success
“Many brands are considering it, some have done it. Done what? Marketed on social networks (Facebook, Myspace, or private label social networks). Why? Social Networks are attractive because consumers are connecting with other consumers and the trust tends to be higher. Secondly, there’s a tremendous amount of buzz from the media for this newest form of marketing. Lastly, there’s lots of folks using social networks (about 2/3rds of all North American youth use it daily, and about 1/3rd of NA adults use it as least once a month –data From Forrester Research, Q4, 2007)” A well-written breakdown of key areas to consider in terms of running marketing campaigns on social networks.
Fake Facebook Profiles
“Make a spoof celebrity profile on a major social network lately? Well, don’t. Not if you live in Morocco, at least. 26 year-old Fouad Mourtada, an IT engineer, has been arrested for making a fake Facebook profile for Prince Moulay Rachid, the younger brother of King Mohammed VI, according to FaceReviews.”
5 years in prison? Are you serious? Facebook & mySpace scammers beware!
The Web 2.0 Marketplace “Buy, sell, and trade anything Web 2.0″
Excellent resource. This marketplace has categories including: websites for sale, websites wanted, jobs available, jobs wanted, consulting, blogger jobs, bloggers for hire, platform/software providers, Facebook developers, events, domains for sale, seeking funding, etc…
. It’s hard to describe & communicate the potential of the Internet + people & the good ideas they keep coming up with. At it it’s most basic, this is what social media does and Godin puts it all into perspective in this book.
pic used w/permission of Wm. Marc Salsberry of 
ad the pleasure o
