Businesses try to plan their marketing strategies very carefully. Most aim to have clear cut goals and budgets. Previously these plans were developed by the marketing director and other executives. Now your marketing efforts can be sabotaged by your employees.
Social communities that your employees use are fast becoming the home for sites talking about your business. Employees looking for a way to connect or vent their frustration can easily create a site using the company logo.
These sites can be designed by employees who want to network and talk about what goes on at work. This might seem harmless unless what is being discussed is something you would prefer your clients not know. I met with a retirement community in the Philadelphia area to talk about their marketing plans. It didn’t take long for me to find a facebook page that was started by teenagers who worked in the kitchen. The teens felt it was funny to share stories about what they did in the kitchen with the equipment and food when they weren’t supervised. Needless to say executives were not happy to hear about this activity and to see it posted for the world to see with their logo attached.
Businesses today that are afraid of social media and don’t want to create a space where consumers can have a platform for negative comments think they are “safe” by not venturing onto these sites. The problem is that there is nothing to stop their employees from starting something on their own.
If you don’t want your business to have a social media program as part of your marketing plan then need to at least try to monitor popular sites for mention of your business.
Next week in honor of Earth day read how going green is fitting into local marketing efforts.
Enjoy this article? Just click on the "follow" button above. If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Thursday, April 15, 2010
Wednesday, April 14, 2010
Philly teens war of words with South Jersey shore town
Some of the scariest words in marketing today are “my intern created my social program”. This usually means that a college kid came in and set up a facebook page and a twitter account. They probably did a few postings and tweets, then they went back to school and that was the end of the social media program.
If you are going to use social media you have to understand from the start that this is a commitment of your time, staff or money for an agency. Setting up sites without a strategy is a recipe for disaster.
Last year this is what happened to a South Jersey shore town that has branded itself as a family friendly community. They had an intern set up a facebook page and then it was never monitored or updated. Teens from Philly and those living there found the facebook site and turned it into page after page of foul language and fighting between the two groups. The Philly kids felt they had the right to come to the beach and do what they wanted there. The locals were not bashful in telling them they weren’t welcome in their town.
The town spends a huge amount of money looking to attract tourists. Anyone going to facebook could easily find the page and once they read this war of words I’m sure many were put off by the language and hatred between the two groups. Certainly not the image the town wanted or a way to attract new visitors.
It took months till someone finally pointed it out to the town officials and eventually it was taken off of facebook but no one knows the damage it caused while it was up. If you choose to do a social program it has to be monitored and updated to keep it fresh, answer questions and to make sure there is nothing inappropriate.
Your social program can be a huge benefit to your marketing strategy but not if it’s hijacked by those that don’t have your best interest at heart.
On Friday read how social media was used by kids working at a local retirement facility to show behind the scenes what went on there.
Enjoy this article? Just click on the "Follow" button above. If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
If you are going to use social media you have to understand from the start that this is a commitment of your time, staff or money for an agency. Setting up sites without a strategy is a recipe for disaster.
Last year this is what happened to a South Jersey shore town that has branded itself as a family friendly community. They had an intern set up a facebook page and then it was never monitored or updated. Teens from Philly and those living there found the facebook site and turned it into page after page of foul language and fighting between the two groups. The Philly kids felt they had the right to come to the beach and do what they wanted there. The locals were not bashful in telling them they weren’t welcome in their town.
The town spends a huge amount of money looking to attract tourists. Anyone going to facebook could easily find the page and once they read this war of words I’m sure many were put off by the language and hatred between the two groups. Certainly not the image the town wanted or a way to attract new visitors.
It took months till someone finally pointed it out to the town officials and eventually it was taken off of facebook but no one knows the damage it caused while it was up. If you choose to do a social program it has to be monitored and updated to keep it fresh, answer questions and to make sure there is nothing inappropriate.
Your social program can be a huge benefit to your marketing strategy but not if it’s hijacked by those that don’t have your best interest at heart.
On Friday read how social media was used by kids working at a local retirement facility to show behind the scenes what went on there.
Enjoy this article? Just click on the "Follow" button above. If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Monday, April 12, 2010
Not all social media is used for good
When it comes to marketing every business is always looking for the most efficient way to reach their customers. Social media has become the new “golden child” in that so many are touting how it can build your brand and make your business grow.
Business owners are split into three basic groups. There are those that have jumped on the band wagon and can’t wait to tell everyone how much they love it. Or you have those that are investigating and taking tentative steps. Lastly you have those that have absolutely no interest or see no benefit.
No matter what group you fall into you have to wonder if the recent flash mobs in Philadelphia will have any impact on how businesses feel about social media. These mobs are comprised of kids using facebook, twitter and text messaging to get all of their friends to meet at specific locations in the city. That alone wouldn’t be a problem except that at these gatherings there always seems to be some that are looking for trouble and it has caused the police to be brought in to contain the crowds and make arrests.
Business owners who already have fully developed social programs and see the benefits are not likely to close up what they have built. The group who has no interest is going to use this to prove their point that social media has no useful purpose and this will confirm their decision to keep away from using social options. But those that haven’t fully committed could see this as a reason to hesitate. They might see that so many kids use these tools and feel that these are the majority of people on these sites and using things like facebook and twitter would be a waste and won’t reach their target audience.
Businesses need to remember that facebook is the most popular site and that on here the 14-17 year old group is actually less than 10% of the users. The growth of social media across all age groups is making it something that businesses can’t ignore and that they need to think of not if it should be in their marketing mix but how much and how to implement.
On Wednesday read how social media was used for a war of words between Philly teens and a local shore community.
Enjoy this article? Click on the Follow button at the top of the screen. If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Business owners are split into three basic groups. There are those that have jumped on the band wagon and can’t wait to tell everyone how much they love it. Or you have those that are investigating and taking tentative steps. Lastly you have those that have absolutely no interest or see no benefit.
No matter what group you fall into you have to wonder if the recent flash mobs in Philadelphia will have any impact on how businesses feel about social media. These mobs are comprised of kids using facebook, twitter and text messaging to get all of their friends to meet at specific locations in the city. That alone wouldn’t be a problem except that at these gatherings there always seems to be some that are looking for trouble and it has caused the police to be brought in to contain the crowds and make arrests.
Business owners who already have fully developed social programs and see the benefits are not likely to close up what they have built. The group who has no interest is going to use this to prove their point that social media has no useful purpose and this will confirm their decision to keep away from using social options. But those that haven’t fully committed could see this as a reason to hesitate. They might see that so many kids use these tools and feel that these are the majority of people on these sites and using things like facebook and twitter would be a waste and won’t reach their target audience.
Businesses need to remember that facebook is the most popular site and that on here the 14-17 year old group is actually less than 10% of the users. The growth of social media across all age groups is making it something that businesses can’t ignore and that they need to think of not if it should be in their marketing mix but how much and how to implement.
On Wednesday read how social media was used for a war of words between Philly teens and a local shore community.
Enjoy this article? Click on the Follow button at the top of the screen. If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Thursday, April 8, 2010
Philadelphia Office of Emergency Management using Social Media
The Philadelphia Office of Emergency Management recognizes using social media can be the quickest and most efficient way to reach out to citizens in emergency situations.
Looking at the recent earthquake in Baja California and even the horrible weather that Philadelphia faced this winter shows that unfortunately there are times when you need to reach out to a large number of residents and give them updates on emergency procedures.
During the earthquakes in Haiti and Chili social media was one way to track the events as they unfolded from the survivors on the ground who were able to give first-hand accounts when news media weren’t able to gain access. This not only shared the events in real time with the world but it also allowed people to reach out to loved ones to let them know they were alive.
The Philadelphia OEM can be found on Facebook, Twitter, Myspace, Linkedin, YouTube and Blogger. They do share a great deal of information not only on when disaster strikes but on how to prevent and to survive during these times.
One problem is that even though they are on all of these sites there aren’t a lot of fans or followers getting automatic updates sent to them. It could be because it doesn’t seem to be widely known that the OEM maintains profiles on these sites and the information that they can provide.
This is the pitfall of many social media programs. They are launched with good intentions but without a marketing plan or a true strategy on how to maintain the sites, who will oversee the work and how you can let people know you exist and grow your membership.
Check out the home page of the Philadelphia OEM http://oem.readyphiladelphia.org/RelId/606683/ISvars/default/Home.htm. Here you can see all the links to their social sites. Consider signing up for updates and sharing with other Philly residents. You never know when they can provide life saving information.
If you have questions e-mail direct mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Looking at the recent earthquake in Baja California and even the horrible weather that Philadelphia faced this winter shows that unfortunately there are times when you need to reach out to a large number of residents and give them updates on emergency procedures.
During the earthquakes in Haiti and Chili social media was one way to track the events as they unfolded from the survivors on the ground who were able to give first-hand accounts when news media weren’t able to gain access. This not only shared the events in real time with the world but it also allowed people to reach out to loved ones to let them know they were alive.
The Philadelphia OEM can be found on Facebook, Twitter, Myspace, Linkedin, YouTube and Blogger. They do share a great deal of information not only on when disaster strikes but on how to prevent and to survive during these times.
One problem is that even though they are on all of these sites there aren’t a lot of fans or followers getting automatic updates sent to them. It could be because it doesn’t seem to be widely known that the OEM maintains profiles on these sites and the information that they can provide.
This is the pitfall of many social media programs. They are launched with good intentions but without a marketing plan or a true strategy on how to maintain the sites, who will oversee the work and how you can let people know you exist and grow your membership.
Check out the home page of the Philadelphia OEM http://oem.readyphiladelphia.org/RelId/606683/ISvars/default/Home.htm. Here you can see all the links to their social sites. Consider signing up for updates and sharing with other Philly residents. You never know when they can provide life saving information.
If you have questions e-mail direct mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Wednesday, April 7, 2010
No shortage of the Apple iPads
The Apple iPad was introduced this week to a lot of hype and long lines. Many were Apple enthusiasts who were willing to brave the crowd and even sleep over so they could be the first to get their iPad.
But one thing that seems to be consistent at most locations was that very few stores ran out of stock. In the past when Apple launched any new product it was immediately sold out and you could count on waiting for months for new shipments to arrive. Consumers have been conditioned that when new technology is released especially by Apple you need to be prepared for long lines or waiting lists.
So now analysts are wondering what to make of this new twist. Does this make the iPad a failure or does it just mean that Apple finally understands their consumer demand and is providing enough inventory.
It might be a little of both. No company wants to run out of the product. It might seem desirable that so many people want to buy there isn’t enough supply but that is a dangerous game. You risk alienating your customers and they either won’t buy when you restock, they will buy a competitors brand or they wait for you to ship more but then they have negative feelings for the company and don’t trust you in the future.
Apple is definitely smart in making sure that this time they have enough product on the shelf. The iPad is really for those that love technology. This is a “want” product versus the iPhone and Mac which are items that a wide variety of consumers use every day and consider a “need”.
Now that the iPad is released there will surely be good reviews and complaints over the technology. Not that any of that seems to matter to the bottom line at Apple. There are enough lovers of all things Apple that when all is said and done the true devotees will be happy and so will the stockholders of Apple Inc.
If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
But one thing that seems to be consistent at most locations was that very few stores ran out of stock. In the past when Apple launched any new product it was immediately sold out and you could count on waiting for months for new shipments to arrive. Consumers have been conditioned that when new technology is released especially by Apple you need to be prepared for long lines or waiting lists.
So now analysts are wondering what to make of this new twist. Does this make the iPad a failure or does it just mean that Apple finally understands their consumer demand and is providing enough inventory.
It might be a little of both. No company wants to run out of the product. It might seem desirable that so many people want to buy there isn’t enough supply but that is a dangerous game. You risk alienating your customers and they either won’t buy when you restock, they will buy a competitors brand or they wait for you to ship more but then they have negative feelings for the company and don’t trust you in the future.
Apple is definitely smart in making sure that this time they have enough product on the shelf. The iPad is really for those that love technology. This is a “want” product versus the iPhone and Mac which are items that a wide variety of consumers use every day and consider a “need”.
Now that the iPad is released there will surely be good reviews and complaints over the technology. Not that any of that seems to matter to the bottom line at Apple. There are enough lovers of all things Apple that when all is said and done the true devotees will be happy and so will the stockholders of Apple Inc.
If you have questions e-mail direct to mc.sandymiller@gmail.com or follow me on twitter @sandeemiller.
Monday, April 5, 2010
How to Market a Philadelphia Sports Franchise
Timing is everything, so the saying goes. That is especially true in marketing and advertising. Every business wants to have their product be first out of the gate, be the best in the industry and get the most media buzz.
If your “product” is a sport franchise you want your team to get the best press and to win the championship. Usually in sports your competition is from another city, but in Philly you are starting to see lines being drawn between those cheering for the Phillies and those for the Eagles. In the latest issue of Philadelphia Magazine you can read how Philly has transitioned from a football city to a baseball town. http://www.phillymag.com/articles/phillies_a_fans_guide_our_boys_of_summer/
This hasn’t gone unnoticed by management at the Eagles who are starting to see diehard fans switch allegiances. In this tight economy consumers/fans are taking their limited funds and realizing they can get a better value by getting tickets for the whole family and go see a baseball game rather than pay the exorbitant ticket prices at the Lincoln Financial.
The Eagles have decided that if they can’t win the championship they will at least win the press war. Announcing the trade of Donovan McNabb to the Washington Redskins guaranteed them front page coverage here and in DC. This just happens to coincide with opening day for the Phillies who are playing the Washington Nationals.
Unfortunately like all marketing efforts that are more about buzz than quality you eventually have a customer base that is left unsatisfied. The Eagles might have been able to steal some of the Phillies opening day thunder but it doesn’t help them win back fans. It also doesn’t give them or show the fans that there is the potential for a winning team.
If your customers have no faith in your product it is going to be hard to lure them back once they have moved on. The Eagles front office needs to work to win back the trust between the fans and the team. It’s the basics for any marketing effort even for a sports franchise.
If your “product” is a sport franchise you want your team to get the best press and to win the championship. Usually in sports your competition is from another city, but in Philly you are starting to see lines being drawn between those cheering for the Phillies and those for the Eagles. In the latest issue of Philadelphia Magazine you can read how Philly has transitioned from a football city to a baseball town. http://www.phillymag.com/articles/phillies_a_fans_guide_our_boys_of_summer/
This hasn’t gone unnoticed by management at the Eagles who are starting to see diehard fans switch allegiances. In this tight economy consumers/fans are taking their limited funds and realizing they can get a better value by getting tickets for the whole family and go see a baseball game rather than pay the exorbitant ticket prices at the Lincoln Financial.
The Eagles have decided that if they can’t win the championship they will at least win the press war. Announcing the trade of Donovan McNabb to the Washington Redskins guaranteed them front page coverage here and in DC. This just happens to coincide with opening day for the Phillies who are playing the Washington Nationals.
Unfortunately like all marketing efforts that are more about buzz than quality you eventually have a customer base that is left unsatisfied. The Eagles might have been able to steal some of the Phillies opening day thunder but it doesn’t help them win back fans. It also doesn’t give them or show the fans that there is the potential for a winning team.
If your customers have no faith in your product it is going to be hard to lure them back once they have moved on. The Eagles front office needs to work to win back the trust between the fans and the team. It’s the basics for any marketing effort even for a sports franchise.
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