You may or may not have noticed that I didn't publish a post yesterday. Okay, here's a little disclaimer. Things sometimes get a little crazy in the Earthsite office. Especially with the SF Green Festival right around the corner (are you coming to the Tweetup?), so sometimes I'll miss a post or two, but I'm hoping for a new post every weekday around 6:00pm.
Now yesterday also marked the twentieth anniversary of the Berlin Wall coming down (I was nine years old at the time, but I remember watching men and women standing on the broken pieces, dancing). Not to take anything away from this mark in history, but it got me thinking about how we, as people and as brands, interact with the holidays.
Most of us celebrate a good amount of big holidays every year. During which you'll find most department stores decorated with Douglas Firs, Giant Easter Bunnies, and big red hearts, and then there are the lesser know holidays that tend to fly under the radar. That's right, I'm talking about: Name Your Car Day (November 6th), National Pecan Pie Day (July 12th), Swap Ideas Day (September 10th), and some of the many more found here.
When you engage with new media you should find new outlets to have a little fun. I mean, that's what most people are here for, right? So why not align yourself, or your organization, with a lesser known holiday? Doing it the right way can be a little time intensive, but if you have the budget to hire an agency, ahem, or if you have the capacity to take it on yourself, then you just might find yourself picking up more publicity, building an engaged-loyal customer base, and increasing new leads to your products and services.
(Combine with previous post, EPK, for best results)
In the world of social media and social sharing having assets available for bloggers, customer advocates, and other partners, to grab and share can be incredibly valuable to your organization. Often these are called electronic press kits. If your website doesn't have one, than make one, because it will be worth your time!
Electronic press kits, epk, should give your visitors a variety of options to use in their blog posts, printings, and other types of postings. Here is a great example by our friends at Bioneers, and a list of some ideas that you can include in yours:
Photos and Videos
of the organization/establishment
Slidshows and video players
Mission, vision, values
anything you'd put in a press release
Variety of sizes
Variety of styles
Remember, these assets should communicate your brand and your position.
Sometimes it get's a little creepy when someone you haven't seen or heard from in months, or even years, comes up to you and seemily is up-todate with what's up in your life. Has this happened to you? It has for me, thanks to Facebook and Twitter (yes, my mom follows me on both, sigh).
What I'm pointing to is that even though you post stuff and sometimes nobody comments or reply's, you're still being seen by an audience. If you track your links on Twitter with say, bit.ly, you may know that not everyone clicks through, but remember more people are looking at your post. It's even more prevelant on Facebook. Facebook, now the 5th largest country in the world (if it were a country), has more late majority adoption than any other social technology out there, less perhaps email. The thing with Facebook is that not everyone likes to post and comment, for a variety of reasons (shy, fear, voyerism, privacy issues), but they like to watch and stay up to date.
According to the folks at Forrester Research, these "spectators" can be characterized based on demographics. Take a look at the Groundswell's, Social Technographics Profile Tool and understand the tendancies of your target audience, and I recommend picking up a copy of the book as well.
And remember there may be more people out there listening than you think.
Anna OBrien, of www.randomactsofdata.com, lays out some great points in this short presentation on How to Spot a Social Media Fake.
Personally, I'm not sure about the word fake. I think there are a lot of people out there that understand it and are genuinely trying to make a living off of it. I mean social technologies ARE designed for the masses, but as you will see in this presentation there are definitely certain qualities that you want to vet for when looking for a social media expert. Enjoy!
Ray Anderson, of Interface. His story was inspirational for many.
I'm a fan of storytelling. Stories inform you of rich settings, complex situations, and creative problem solving ideas. We all have stories that we tell ourselves to make sense of the world, and our companies are no different. In new media, as in life, these stories guide our strategies, provide valuable content for our tactics, all while reinforce our brand.
I encourage you to explore your story. Write it down, explore the language and the syntax. Stew over it. Come back to it. If you're not satisfied, try adding or editing your story.
The result of this practice can help you market your brand. On the Internet, you'll find yourself equiped with new keywords you can use for your website or for your ad campaigns. You'll be able to identify new topics or more specific topics on Twitter, Linkedin, search, etc. Lastly, update your company profiles to reflect this language, as it will help your searchability.
When was the last time you shared your company story?
Most working professionals don’t blog for a living, nor do they have time to blog, but what if blogging was as simple as sending an email? Would you find stuff to share?
Posterous has all the bells and whistles that most blog management systems have like RSS feeds, analytics, custom domains, photo galleries, syndication to Flickr, Facebook, Twitter, etc, and more.