Bcadgroup's Weblog » EVANGELISTS

Is the Goal to Make Money or to Create a Group of Happy People?

nicolem — Mon, 22 Jun 2009 15:34:20 +0000

In light of the response that I have received from some of my Linkedin Group members about the posts that I have shared—regarding social media—there is still a discomfort in moving ahead for many companies and business people. There are many others that are diving in and can see that this is now the best way to get leverage with their customers in this new soft economy—preparing for the robust but different future. We know that if you create the right strategy to begin with (know what your goals are before you start) you can and will be successful. Better yet, focus on the target market that has the spending and decision making power. Yes…I’m talking about women. They use social media and spend a significant time online. They love to share information and they want to engage with the companies that will fulfill their needs and address their challenges (because they understand). And the end benefit is that your company will gain a brand evangelist and a repeat customer that spreads the word to others like wild fire!

One of the many daily feeds I receive comes from a segment of Marketing Prof’s called Get to The Point. This daily feed provides small businesses with a 60 second tidbit to help build and drive your business into success. I found an issue in my inbox from June 18th, 2009 titled Pack “Em In”, that provides some tips on finding success through social media. Definitely worth 60 seconds of your time to read!

I can’t stress enough the value that is waiting for all of you who are hesitant to dive in. Connecting and engaging with your customer is only going to enhance your relationship—which in turn will turn into increased sales, repeat sales and additional sales to your customer’s friends. Are you ready to gain the sales you have lost and build upon that to get more sales in this new economy? Let us know. We want to hear from you.

Best Nicole

In a post at the Viral Garden blog, Mack Collier discusses why so many companies struggle to launch and maintain active online communities. To find success, you’ll need more than a message board and good intentions, he says. Here’s some of his advice:

Communities grow and thrive when you offer members something of value. “[They] do not form around the idea of being monetized,” he says. “Want to make money off your community? Fine, but you can’t monetize something that doesn’t exist.”

They don’t materialize out of thin air. “One of the biggest myths about online community building is ‘if you build it, they will come,’” says Collier. He suggests reaching out to your target audience and explaining why they’ll benefit from participation.

They benefit from the enthusiastic support of key participants. Some members will take a natural lead—identify these evangelists and show your appreciation. “Empower them to promote your community to others,” he says. “Showcase their contributions. And above all else, say thank you.”

The Po!nt: Don’t take anything for granted, and have a clear purpose. “[B]efore you start your online community-building effort,” advises Collier, “think about where you are, and where you want to be. Is the goal to make money, or is the goal to create a group of happy people?”

Source: Viral Garden. Click here for the full post.

Why Tribes—Not Money or Factories—Will Change the World

nicolem — Mon, 18 May 2009 23:50:19 +0000

I talk about and post many of Seth Godin’s blog posts quite regularly as he is truly one of my marketing gurus and teachers. He is very clear and concise about his explanations of how you can maximize technology for marketing success and always has a plethora of case studies of companies who have found success using the tactics of which he speaks.

I am sure that I have written about Seth’s latest book Tribes. I definately have it listed as one of the books I have read. There have been many that refer to the important lessons he writes about in his latest book. His theory is that if we all build a tribe around a movement, an idea, we can mobilize a group of people that will evangelize our products, services and causes—driving companies and committed supporters of causes towards the kind of vast success they’re aiming for. Creating and spreading an idea is key. The way that ideas that have been created and spread is the key to how we can make change. This success directly relates to LEADERSHIP. I say repeatedly that it is THE STORY that people are looking to connect with. The story clarifies your idea. And if you rally your tribe around an idea that they feel is valuable, they will commit and the opportunities to attain your goals will be limitless.

Please watch this video of Seth Godin from the most recent TED Talks in Long Beach in Feburary 2009. He so beautifully explains this concept. It is not the quantity but the value of the tribe that you create that will set you on your way. Your tribe is waiting for you. Create Your Movement and find YOUR true believers!

Best Nicole

Strategy is Key When Building a Social Media Campaign.

bcadgroup — Mon, 17 Nov 2008 18:24:44 +0000

Social media now has the attention of many companies these days. Everyone is trying to figure out how to leverage and court the customers they want while providing them with the fuel and fire to become brand evangelists. Most companies forget that understanding the innovators, influencers, critics, spectators and those who choose not to participate at all should become a part of the concepts and format they need to develop in order to engage their target audience.

Marketing Profs writes a daily blog called Get to The Point! One of today’s posts beautifully describes how understanding the ways in which your customer wants to connect with you and you with them, will help provide the pathway to the social media relationship that builds brand evangelism.

Enjoy their post. Best Nicole

Pepsi’s Scheme Fails Taste Test

By now, you’ve probably heard about a recent Pepsi outreach that delivered three packages, over the course of an hour, to 25 influential bloggers; the first two contained cans with logos from throughout the cola-maker’s history, while the last featured those with the latest design.
A note explained: “You’re part of a handful of digital and social influencers we’re reaching out to regarding a multiyear, companywide transformation.”

The delivery gimmick, which some found intriguing, didn’t pack its intended drama for a few recipients. Mack Collier, who lives in a rural area, was bemused by the silliness of having a courier sit in his driveway while waiting out the prescribed 20-minute interval between each delivery. Rohit Bhargava, meanwhile, missed it altogether—he was out of the country when the packages arrived.

Collier applauds Pepsi’s ambition, but takes issue with the initial stage of the campaign’s execution for these reasons:

“Sending bloggers stuff to get us to blog about it is soooo 2006,” he writes. “Sure it can lead to a ton of initial buzz, but if there’s no follow-up and if the buzz doesn’t lead to the start of creating connections with your customers, then it’s still money wasted.”

Companies should target online evangelists before they go after social media influencers.

In the world of social media, you’re sure to see a better ROI on time than on money.

Your Marketing Inspiration: Focus on the relationships that social media tools facilitate, not the tools themselves. “You want to use social media as a channel to better connect with your customers, as a way for you to better understand them, and for them to better understand you.”