Social media is the tool of today that will do just that. Ask Dell. To date, they have reaped $7 million dollars in global product sales using Twitter. Yes, you heard it—Twitter. They’ve taken the “Mom and Pop” philosophy and used social media as a conduit to engage their customer in conversation. It’s that simple. I came across an article in the Huffington Post by Manish Mehta, VP of Social Media and Communications for Dell, that discusses how simple their successful use of Twitter and Facebook has been.

As an agency that specializes in social media and creative design—supporting businesses in creative ways to connect and engage with their customers directly—we can vouch for his article and tell you that it IS simple. People want to know that there is a human face to that name and brand and that you are eager to listen to them, assist them in solving their problems and, in turn, build a meaningful relationship with them. In return, they want to share their awesome experiences with you—and with everyone they know.

How easy can it be?

Best Nicole

Today’s corporate leaders are struggling to figure out how to use social media to further their business strategy. At Dell, we believe this is backwards thinking. Social media isn’t a means to further a corporation’s strategy, it’s a means to help determine it.

The “Mom and Pop” businesses in our neighborhoods have always followed sound and pragmatic business practices, rooted in developing, maintaining and strengthening relationships with customers. The customers and the businesses valued those relationships because “Mom and Pop” offered convenience. They listened to their customers and used their suggestions to improve the business. They provided great service and found ways to thank their clientele. Social media is really nothing more than the simple application of these business practices in a digital form.

So if you are wondering about how to leverage Twitter, Facebook, blogs, forums, and the company Web site to achieve your organization’s goals, perhaps you are starting from the wrong point. As with the corner store, if your business uses social media to engage in conversations on a human level, you strengthen your business and allow your strategy — both corporate and social media — to evolve based on customer feedback.

At Dell, we have a longer perspective on the social media conundrum than most. We’ve been an active leader in the space since 2006, with a depth and breadth to our social media presence that has earned top billing among brands using social media to engage stakeholders.

What we’ve learned is that social media has transformed the large corporation of the millennium into the Mom and Pop shop of the old days. The emergence of social media simply makes it more possible to connect directly with customers every day. Dell’s community goes well beyond our own forums — it now extends to direct contact with more than three million followers worldwide. Even during a historically difficult time for businesses of all stripes, Dell has generated nearly $7 million in global product sales on Twitter.

“Mom and Pop” knew that their business was only as successful as their relationships with customers could make it. That’s the value of the direct connection to your customer, and that’s how every company can achieve success using social media — by facilitating the conversation. No strategy necessary.

There have been a lot of articles and questions about the value of social media as the ROI has been hard to measure. It’s still a new communications arena for many—not to mention the concerns and trepidation regarding negative responses, management and time resources, lack of understanding of the integration of their offline and online initiatives and the list goes on. While pondering what is most important and the defining reason why a customer is going to want to work with our business, it comes down to dollars and cents. Will they receive an ROI on the initiatives we help them plan and execute, which will lead them to a slam dunk—the sale of more products?

I came across a blog today written by Jason Falls: The Social Media Explorer. In this blog, he speaks about the fact that  many in the social media space are focused on engagement, listening and connecting with little to NO discussion about ROI. Digital agencies are popping up like dandelions in spring. He talks about the conversation and issues of engagement and listening in on what the consumer is talking about. All this is important, he cites, but how is it going to make my customers money? Jason says -

“I’m all for your principles. I’m a big fan of The Cluetrain’s “markets are conversations,” notion. But I can promise you a conversation never paid the damn electric bill.

Make your company blog drive search results to the keywords you want to win. Present calls to action that lead your Facebook fans to buy your product. Entice Twitter followers to subscribe to your e-mail newsletter where you can present similar calls to action for purchase. And if you think doing that turns consumers off, look at the millions of dollars Marriott racks up from Bill Marriott’s blog. Look at the sales Southwest Airlines attributes to it’s social media activity. Look at the $3 million Dell reported earning from its @delloutlet Twitter account. Look at Wiggly Wigglers, which has 90,000 worldwide customers, largely because when they talk about a product on their blog they put an “order here” link along with it.

They don’t do this because they hug and kiss everyone. They do this because they make a compelling argument and persuade you to buy things, then they give you the opportunity to buy them. It doesn’t mean they aren’t social. Just that they’re smart.”

Many experts argue that there are not a lot of businesses that are truly bringing in ROI using social media, which is very true. But Jason has cited some very impressive companies that are doing just that by finding ways to leverage the social media tools that engage their customers, build relationships and sell more products and services. As the famous O’Jay’s song, For The Love of Money, says, “money, money moneeeeeeeeeeey. Almighty Dollar!” As I write this post, Jason has 185 comments  on his post. I was 185—need I say more?

Best Nicole

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.

Lots of people see what’s going on, especially right now with the availability of so many tools in the world of social media and technology, and decide to dive in. Some invariably see some success but many don’t and become disappointed and non believers. This goes for the traditional side of things too! Most people want what they believe to be action. The definition of action is “something done or performed; act; deed.”

Funny thing about this topic is that beginning with a strategy IS an action! In many cases, you are collaborating with a group or team of people to get something done. You are creating a plan that will make sure the goal, or ultimate desired result, will be attained successfully. In discussion with one of our partners here, it was said that so many people don’t relate the idea of strategy to an action. That’s what is difficult to explain to people: why they should not by-pass this important step in every process—big or small.

As I thought about it and looked at the definitions of action and strategy, I realized that (for me) the two work hand in hand. Now that, in of itself, sounds like a winning strategy to me! Let us know what you think and how you approach the importance of strategy, as opposed to delivering your customers perceived need for action.  

Best Nicole

Ad Age Digital has a video that is titled “Inside the Mommy Blogger Business”. This video shows you how some of North America’s largest retailers have got the picture and are leveraging relationships with women in conjunction with key products and services. They see how tapping into this target market will help them access the huge amount of buying power and sales opportunties that can be made.

In addition to the video, Ad Age Digital also states “Retailers, Publishers and Agencies Adjust to this new reality. Despite their light weight moniker, mommy bloggers have become heavyweight marketing business heavyweights. Now said to number in the millions these online women have cobbled together online networks that rival some mainstream media companies. And, they’re clearly a force that retailers under estimate at their own peril. In this “About Digital” report we talk to a retail giant, an analyst, major publisher and a pr agency to better understand how various segments of the industry are adjusting to this phenomenon.

Need I say more?

Best Nicole

Inside the Mommy Blogger Business

Retailers, Publishers and Agencies Adjust to a New Reality

So many people feel that if they put up a facebook page and create a twitter account that they’re off to the races with a social media campaign that will lead them to an instant increase of their goals. (For some it may work, but even those people have a plan in mind in regards to how they connect their campaigns.) For most, an “increase of their goals” arguably means sales. As social media and social networking are now allowing consumers to take control—to have a voice and be able to choose to speak to, and with, the products, services and people they care about—there is no more hiding from this marketing channel. What truly makes this channel great is when you have a strategy that partners with the offline channels as well. Email is terrific. But what happens when that customer who received your email goes to your bricks and mortar business? If there is not a seamless integration and continuity of that online message (we all remember it takes 5 to 8 replays of the same message for it to resonate) you risk the chance that your message will be lost or never received.

It is creating a strategy—a plan that includes your online, offline and in-store marketing channels—that will ensure that your message never gets lost. The post below from Marketing Profs, Get to the Point, gives you a few ways to see how this works.

What’s your plan?

Best Nicole

For too long, too many marketers have underestimated the value of email’s impact on offline retail,” say Lisa Harmon and Alex Madison in a post at the Email Experience Council blog. If you focus entirely on generating online sales, they argue, you might be missing out on bricks-and-mortar opportunities. They’ve seen retailers use multichannel “noteworthy tactics” like these:

In-store discounts that are unavailable online. The pair cite an email offer from Betsey Johnson touting a special perk for in-store shoppers: a gift card worth at least $25 for those who spend $250 or more.

Images and copy that heighten the appeal of an in-store visit. “Apple reminds subscribers … of their great in-store service by including a picture of a blue-shirted expert alongside store offerings,” they say, “and also by using beautiful store photography to make subscribers eager to experience in-store shopping.”

Personalized invitations. Have your sales associates write personal emails with an invitation to a special in-store event. Nordstrom, for instance, did this when inviting its most loyal customers to a special sneak-peek ahead of an anniversary sale.

The Po!nt: Link your 2D and 3D. “Remember that there’s likely much overlap between your most loyal email subscribers and your loyal store visitors,” say Harmon and Madison. If you haven’t leveraged that crossover, try using strategies like these to help make it happen.