June 06, 2013

Social Media Basics: Know your Audience

So you are now on Twitter, you've got your company Facebook page, your Instagram account and you are ready to get your message, services and or product noticed. Before randomly blasting tweets and posts all day, do the proper research and find out about your target audience. Everyone has certain schedules and environmental factors that determine when and why they turn to Social Media. In order to design your Social Media Marketing Plan, be sure you know your audience. Three things are determining factors in how you should tailor your message so it is seen and received by the widest audience possible. Let's go over each one....

Where do they live, what effects their lives, what environment have they surrounded themselves with that effects their buying habits? Each are unique and offer clues to who your customer is. Someone living in metropolitan areas, in most cases, will have a different mindset that those who live in say, farm country, or the mountains. If your product or services appeal to these different geographical sectors, your message needs to reflect that specifically and when you tweet or post is determined on who and how many see it. So, if you live on the east coast and you tweet at 9 AM, it's 6 AM on the west coast, and in the UK it's 2PM in the afternoon. You must set up your posts so that you maximize each geographic location's access to your info. Remember what we discussed in the last post: A great post is technically nonexistent if no one sees it.

According to Wikipedia: "Commonly examined demographics include gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status, and even location. Demographic trends describe the historical changes in demographics in a population over time (for example, the average age of a population may increase or decrease over time). Both distributions and trends of values within a demographic variable are of interest. Demographics are very essential about the population of a region and the culture of the people there." This is the basic knowledge about your audience.

Again, from Wikipedia "Psychographics is the ...study of personality, values, attitudes, interests, and lifestyles. Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables"

This, to me, is the most important aspect of knowing your audience. I also think, especially for the small to midsized business, it is the most overlooked and under-utilized part of identifying your customer. The national or international companies we all know spend millions of dollars on 'test marketing' and analysis of the consumer and their buying and lifestyle habits, hiring folks like me who specialize in this aspect.

This is who your customer is. What color do they like? Oh, think that's not important? If your potential customer hates red, and you're all about red ...very oversimplified, but you get the picture.
Now some call this psychological manipulation and in some forms it is. The media, entertainment industry, politicians, huge corporations all tailor their message, some for the right reasons, some for the wrong ones. The right way is not to manipulate at all. It's to find out what's meaningful and important to your target audience, discover their need or desire and figure out a way to make them know you are the solution. Heady stuff, I'll grant you, but very, very important. 

If I use words that only I like in my post or tweets, giving a message that appeals just to me, generally, I'm the only one hearing that message. But, if I tailor my message to how you need to hear it, even if I don't get it, you do.

An analytical, or logical decision maker is usually numbers driven. This person needs to see, in black and white, the value of your product or services. They need facts, data. They are not concerned about how your product or service makes them feel. They simply ask, "'Does this make factual and economical sense for me and my life." Think, lawyers, engineers, doctors, etc..

Conversely, the emotional person need to feels something. Your message needs to push the buttons that appeal to them. Loewenstein and Lerner (Google them) divide emotions during decision-making into two types: those anticipating future emotions and those who are feeling emotions immediately while deliberating and deciding.

An example would be the emotional attachment a mom has to her family. She is concerned about the welfare of her kids, household, etc. While numbers may be important to her budget, phrases like, 'give your family the best,' or, 'good for your kids,' work wonders in attracting attention to whatever product or service is being offered.

Another example you would recognize; Nike. Endorsements from celebrity athletes appeal to the performance audience. The ability to customize the colors and materials appeal to the fashion audience. Rare, limited editions appeal to the status conscious audience. From an advertising perspective, the brand talks to one audience very differently than the other. Same product, but three distinct and unique messages.

These same factors apply to Social Media. Especially when you realize that each 140 character tweet, Facebook post, Instagram pic and its caption, are all basically mini advertisements.

The more you know about what motivates that person to ACT, in accordance with what we'd like them to do, the more you can tailor your approach to hit all those hot buttons that make them say, "I'll take it," "Sign me up," "I'll follow you on twitter," "I'll buy your cookbook," etc.

By doing a little research, these three areas can tell you who your targeted audience is so you can build a trusting and lasting relationship with them. Do that, you have a fan, customer, reader, patron...for life.

Till next time

June 04, 2013

Social Media Basics for Companies: Twitter Overview

More and more brands and small companies are trying to make their mark in social media. The social media platforms of Twitter, Facebook, Pinterest, Google+ & Instagram have been a definite boon to small and midsize companies in the online media and social media arena. Good planning, quality content and a following of the 'so called rules,' will help when trying to get yourself noticed. But, many have jumped into the deep end with little or no knowledge of Twitter etiquette, and the dos and don'ts of how to do it the right way. Influencers in certain topics, such as myself for instance, in the areas of food and culinary, are usually glad to help IF you do it right.

From nationally, well known brands and companies, to celebrities and media moguls, in today's world of instant information, phrases such as twitter, tweeting, following and followers and the hash tag (#) have become everyday words, having inserted themselves into the world's lexicon.

While most of the world is on Twitter in a personal way, the business, media, food, entertainment and PR worlds have embraced it as a great way to promote their brand or message. It is to that segment of twitter user that I address this post and the continuing series: Social Media Basics for Companies.

My reasons for writing this are simple. Lately, I have noticed many Twitter users, be they large international companies, small to mid size businesses, or social media experts hired by these same companies attempting to use Twitter to get their message out. I have also noted that while they know the how of tweeting a 140 character message, few have actually grasped the power of tweeting when  done the right way.

Over the last 8 years, I have studied, read, observed and put into practice, many of the tried, true, and yes, new and innovative methods of social media communication, honing my skills so as to be a so called, 'social media expert.' These are skills and methods no 'BA in Journalism,' or 'BA in Marketing' will ever teach. New Media and Marketing is an ever evolving, changing landscape with new nuances, algorithms, analytics and delivery platforms being launched almost daily. You can only become a successful Social Media Marketing Manager, not by knowing the theory taught in the classroom, but by applying that theory daily. I am someone who has been in marketing in one capacity or another for over 20 years. My expertise in human nature and marketing behavior and the application of those same methods to the new digital and social marketing platforms now available, have propelled me to one of the most sought out twitter personalities in my niche: gourmet, food, culinary, food news and the TV food world, garnering me 13,000+ followers, many very influential and household names. The insights I will share with you today are just my 'common sense' observations, based upon one seemingly forgotten simple premise: The Psychology of the Sale and Selling

It seems that since the advent of twitter (and yes facebook as well, but we'll review that under separate cover) companies feel that once they have their twitter account, do it by themselves, or designate a Social Media Manager or PR firm as their social media account rep, as long as a few 140 character tweets go out that day about this or that sale, what the company is planning or doing, who's birthday in the office it is that day, they have entered the age of 'Social Media' and their Marketing Department is up with the times. Well folks that is just not so. Oh, you can say you are on Twitter, but you can't really say you are getting the most 'from' Twitter.

As an example; If you are a recognized household brand or company that is in millions of people's homes or maybe your brand or name is the lips of millions of people daily and you have a twitter account where you have only a few thousand followers or you follow as many of the public, as follows you...you are probably missing the mark somewhere.

Whether, it's having the wrong person who just does not understand the psychology of brand loyalty and how to interact with your customer base, or maybe your success means that you view your twitter campaign of nominal value, you are in no way utilizing your Twitter presence to its fullest potential.

...it is a chance to interact with your customer or fan base, energize them to your philosophy, hear their need from your company or you and directly interact with them so as to grow your brand loyalty.

Think back all you small business owners, marketing dept. heads and VPs, to when you first started marketing. Remember when you listened twice as much as you talked in order to find out what your potential customer needed, in order to help them find a solution to their problem and thereby 'close a sale?' Well I'm here to tell you nothing has changed just because the dialog takes place on twitter and if your 'social marketing rep' is telling you it IS different, you have the wrong person for the job. The platform and the delivery may have changed, along with the times and influencers that make people move, but the philosophy remains the same.

You gain reputation on Twitter, not by constant tweets of  "when we get to 5000 followers we're giving away a cup of coffee, or yogurt, or a tee shirt," or utilizing the latest gimmick. You gain your reputation by communicating WITH your followers, not AT them. They in turn, realize and understand that you have figured out that you being on Twitter is about them, not you, and they recommend you to their friends and acquaintances, not because of some silly contest, but because you, your rep, or your PR firm let's them know that they matter more than your next billboard tweet.

One of the worst ways to get noticed on twitter is to Spam. Especially by those that have huge followings and are considered the 'Twitter elite' (Twitterati) in their specific topic. Oh, this will get you attention for sure, but it will all be all negative and actually defeat your purpose and damage your rep. Most will ignore your spam, quietly blocking and reporting you. Some, will call you out on it. In public. To thousands of readers and followers. That can, in some cases, be the kiss of death. See "Influencers" section below for more on this.

Remember, be patient above all else. A positive and well followed twitter rep is not something you can gain overnight. You must develop relationships, show consistency, and above all, show some class. Spam will absolutely get you noticed immediately!! Your goal is to develop a great reputation and twitter following and if you are new to twitter, or have even gotten impatient trying to get noticed, with Spam, you can actually shoot yourself in the 'profile,' before you even start your campaign.

I've got a great product or message, why are people not rushing to follow me?
You can't make yourself more popular than you are...if you're putting out great content, but have a small following, be patient, folks will find you...twitter is a marathon not a sprint race. You can only be as popular as your life and content, or you gain a rep on Twitter like I have: being selfless and being about your follower, not you. If your content is solely about you, you will not gain followers. Post content that your followers will likely benefit from and retweet. People need a reason to follow you: posting pics of yourself at the store, at the gym, in your car, at the beach, eating, etc. may be interesting to you, your mom and your friends and some of your fans, but ultimately, it looks self serving and folks will get tired of your self promotion quickly. I have seen it happen time and again.

As an example of how to do it wrong:
You decide to support a charity. You tweet your involvement, with tweets like, "I'm doing this charity, or simply tweet about 'what YOU are doing, with regard to that charity,' never simply promoting the charity and allowing THEM to, 'thank you for your involvement."

Folks like me will see your promoting 'your charity work' and not the charity. We ARE that savvy and we ARE paying that close attention.

People want content, info, interesting facts that affect and add something to THEIR lives.
Be generous in promoting colleagues and those with whom you can share common interests and can help. The turnabout is fair play and folks like to see others thinking about more than just their own lives; many of my now famous followers and friends came from my promoting THEM, before they were household names, and some, not all, have repaid those actions with promotions of me... everyone wins.

The more you retweet good content, info, or retweet people, the more YOU will be retweeted, mentioned on Follow Friday etc., and that is how we get followers; people passing along our info onto THEIR timeline.

Ask yourself: what is it about me that makes folks WANT to follow me? 
  • Do I engage them?
  • Do I tweet about interesting things?
  • Do I seem interested in just myself, or do I embrace my profession or industry as a whole?
What can I do to improve my content?
I gained my twitter following for two reasons:
  • I write good content on my blog about my niche, food, or, social media, rarely writing about myself, always on the topic or the subject. When I do mention myself, it's usually a situation that most can relate to; IE my post about my Grandmother and Jacques Pepin and their influence on my career and life now.
  • I tweet more of other people's content than I do my own. I'm a famous retweeter and folks come to me because they know they can find good info, articles and links to THEIR favorite subject; food and food celebs, not the latest picture of me.
Write about the topic or industry you are involved in, become an expert people can turn to with questions. This is not to say that you should not tweet your message, or product, or appearance, or involvement in something. It just means 140 characters must be well thought out when talking about yourself, your company and its services and/or products.

Find the influencers on twitter, and make 'em your friends...
Sometimes the job.....is just knowing who to be friends with...great contacts provide great wisdom, info and sometime mentorship, and in return, you offer your wisdom to them. Full circle, win, win!
If you are seeking notoriety, or want to call certain individuals and personalities to your brand, first and foremost, follow the Twitter profile of the person or company you are trying to connect with. Seek out those with like interests and/or those who are known specialist in certain fields. Follow them. Read them. Comment and interact with them. Most 'experts' are more than happy to help you, answer questions, or suggest direction. Find out who's influential in your area of pursuit or interest and reach out.

Re-tweet their postings. Reply to certain posts or tweet and start a dialog. Most of us, especially those in 'the public eye,' keep a close watch on our mentions, re-tweets and activity. We do this for a variety of reasons, but for the most part, it is to see if the content we are posting and tweeting is being well received and to keep a pulse on what is important to our Twitter following. It also allows us to engage and respond to our readers and followers when they reply or re-tweet our content.
Simply ask for a follow from that individual so you can talk with them via DM. It's simple to ask a well known twitter profile if they think their followers may be interested in a news article or post or item that you want to get out there to a larger audience. This works very well with me for instance. Why? First it shows etiquette and respect. When done this way, it will more than likely result in a follow from me, or, at least allow me to entertain your request in private. If your content is good, timely and interesting, folks like me will probably re-tweet it for you. Now that you have our attention, if that trend continues (good tweets), we may include it in our regular tweet rotation and you will have more than achieved your goal.

Most of my Twitterati friends are on Twitter for that reason in the first place, they write blogs, they offer links, advice, simply, on their timeline. They are experts or top of the list people in their respective fields and at one time, I did not know them. I reached out and said hello. Sometimes it's as simple as that. Look, if they are an expert or professional, on twitter, they are there so folks WILL seek them out in their respective fields and you can pick things up just by following their timeline..
Comment, reply and weigh their advice and wisdom offered for yourself. If it fits, wear it. If not, keep looking. There are billions of folks out there to choose from. Stay with the top 50- 100 when you get search results for say, in my case 'gourmet.' Twitter vets these top folks in each field: food, vegetables, blankets, media, etc., and gives you their top picks. Scroll and find someone you like and make a connection.

The next installments in this ongoing series will be:

Know Your Audience  The more you know about your potential market, be it, a fan, customer, etc., the better you will become at crafting tweets that move them to action. We'll cover Demographics, Geographics and Psychographics.
Timing  You need to do some research and find out the peak time, your ''audience' is using social media. If you have followed all the rules, done your homework to produce smart, informative, funny or interesting tweets, only to have them never seen, then all your work is pointless.
Proper use of Mentions, #Hashags and Trends The conversation can be consistent and meaningful only if the hashtags used by your business are consistent. Just creating any phrase with a hash tag does not get the job done.

I hope these simple basics help to get you started and thinking correctly when it comes to Twitter. The next installments will help take your new understanding of what Twitter is and show you how to apply what you've learned and get specific.

Till next time,