Tag Archives: linkedin

Ad Agencies Failing With Social Media

US ad agencies – 95% of them – are using social media to identify potential clients for themselves. Unfortunately, their social media efforts are only generating 10% of their new business.

That just has to hurt…

This news is from a study done by RSW/US and RSW/AgencySearch. (Ironically, two divisions of an ad agency.) And it’s reminiscent of the news that came from Nation’s Restaurant News in 2010.

Then it was restaurant owners going whole-hog into Facebook. Their customers, on the other hand, were less than interested. So while 65% of restaurant owners were using Facebook Pages, only 3% of their customers cared. Still, that’s 50% better than what the “pros” (ad agencies) are accomplishing.

Hear my take on why ad agencies can’t even find the boat at www.smcande.com (It’s short for Social Media: Cheap and Easy, and it reads like candy. Perfect for Halloween.)

Ad agencies, after pouring lots of time energy and effort into using Facebook, have discovered that only 2% of potential clients prefer to be contacted though Facebook. Something tells me they’re saying “oops,” and someone – maybe a few someones – are now looking for alternate employment.

In fact, of the options provided, most US marketing decision makers prefer to be contacted via e-mail (79%). Snail mail comes in second at 41%. And LinkedIn vastly outperforms Facebook with 16% of decision makers accepting contact from ad agencies.

Simple Truth: Social Media cannot save a sinking ship. But it can certainly sink a healthy ship.

Most business owners hear me say that and immediately think about people bad-mouthing their business. Just like information piracy, bad reviews are really not the problem. Just look at the success Domino’s has had by publicizing bad reviews.

Social media can ruin a healthy business precisely because it takes time, energy and effort. Getting an account is free, using that account can be a huge drain on your resources.

After you listen to this week’s episode of Social Media: Cheap and Easy, listen to the previous two episodes. In them, we take a look at a company called Collective Bias. They’re an ad agency – although completely unlike any other ad agency I’ve encountered – and they’re getting social media right.

Where ad agencies can’t get a grip on social media – Collective Bias is producing increases in the range of 51% for year over year sales.

The key element is HOW they’re using social media.

In carpentry, and all trades, there’s an adage that the tools don’t make the carpenter. It’s how you use the tools you have that makes the difference. And while everyone else is focusing on Facebook, Collective Bias is making effective use of the most powerful social media tool available: Blogging.

They have a massive community of bloggers with engaged audiences. They also keep a healthy distance between those bloggers and the brands. Why? Because the brands would poison the well – often without ever meaning to, or realising they’re doing it.

I could go on for pages and pages. So seriously, you need to listen to this week’s episode of Social Media: Cheap and Easy, plus the previous two episodes. Then come back here and start posting your questions and comments. It’s time for every local business to give the boot to ad agencies, and start enjoying some real success with your marketing.

 

Real World Lessons For Why Less Is More

Sounds like a load of crap, doesn’t it? “Less is more…”

86 people paying $97/month equals $100,104 per year. Small number of people paying a fairly small sum.

Groupon says 80% of people actually redeem their daily deal coupon. And retailers hope that’s true because when that number goes up, they really start losing money. Now we have a lot of people getting a big discount and it’s driving business owners out of business.

This week, the whole show is focused on getting the real meaning of phrases such as “Go Big Or Go Home,” and “Bigger Is Better.” There are good uses for these phrases. The problem is that we’ve forgotten what they are.

Hear the solution on Social Media: Cheap and Easy.

From LinkedIn to Facebook to Google and Yahoo – everyone is enraptured with the idea of having access to a huge audience.

Open Networkers on LinkedIn think they’re making a value statement when they declare having thousands of first level contacts. The gurus and pundits declare there’s inherent value in advertising on Facebook and Google because of their massive audiences. But how many of those first level contacts do the open networkers actually have relationships with? And just how many people seeing your ad on Facebook or Google are going to do business with you?

The answers to these questions are clear in our first story. We look at specific reasons why people WON’T click on your ads, and just how much value is in someone having thousands of first level contacts on LinkedIn. These are real world lessons for why less is more.

In our second story, we look at the trend toward mobile computing. “Everyone” has a smartphone (actually, smartphones account for around 37% of cell phone usage), is getting a tablet, or has an Apple device, right?

Well why should that matter to you and your business? It’s corny, I know, but just like our mom’s always said: Just because your friends jump off a bridge, does that mean you jump, too?

There are a lot of folks screaming about one of the many new and shiny objects. They’ll tell you each one means the difference between life and death for your business. Right. That’s pure poppycock.

Get the straight story now on Social Media: Cheap and Easy.

I have said from the beginning that business have survived quite nicely without the internet and social media, and they can go on surviving without using them. Can these things bring in new customers, create new sales, and make for a better customer experience? Yes, they can. And I agree that you should give serious thought to using them. But they are a long way from determining the success or failure of your business.

Listen in and hear what the trends are with mobile computing among consumers. More importantly, hear just how simple it is to tune in to these trends and benefit your business.

Then we wrap up the show with some resources you can use – online resources – to get inexpensive office space, book events and even sell physical products.

And most importantly, we close this week’s show with a few choice words about what “bigger is better” really means. And you hear how you really should “go big or go home.” It all revolves around the Value Of One.

Hear it all in one place: Social Media: Cheap and Easy. Then start the conversation here with your viewpoint, agreement, criticism or comment.

Soup’s On – A Growing Naperville, IL Tradition

Imagine a fundraiser that goes from 0 to 2,000 attendees and over $100,000 in net proceeds in just 3 years.

That’s the Soup’s On event for The Rotary Club of Naperville.

This is something I’ve heard bits and pieces about for the last few weeks. Yesterday I had a chance to speak with Bill Garlough, the founder of Soup’s On, and get some behind-the-scenes information. In fact, I got so wrapped up in what Bill showed me that I completely forgot to write anything yesterday. So let’s make up for that today.

What caught my attention is how they’re using social media. They’re covering a lot of Continue reading

Forums & Discussions – Are you wasting your time? – Day 9 of the Challenge

Hi,

How much time are you wasting on forums and discussions?

The activity for Day 9 is to join a forum and participate. That got me looking at the groups (forums) I belong to through LinkedIn and Facebook. It was a surprise to see how short the list is.

There are 8 groups on LinkedIn and 5 on Facebook. Each of them is directly and obviously related to my business.

Have you ever thought you could be wasting time on your groups just because Continue reading

Social Media Experts – Day 8 of the 31 Day Challenge

Hi,

There has been a lot of talk lately on the subject of social media snake oil, and people calling themselves social media experts.

David Armano weighs in.

V Mary Abrahm sounds off.

And Dawn Foster gives some interesting advice.

By the way, today’s exercise is actually about interlinking your posts. So I’m writing a post I think can be linked to others on my blog. (Two birds, one stone.)

Let’s start by acknowledging everyone makes mistakes – even the biggest social media site in the world. Earlier this month, Facebook announced a partnership with Neilsen.

When it was announced, I took issue with Facebook for Continue reading

Social Media and Your Blog – Day 6 of the 31 Day Challenge

Hi,

You’re not the only one who’s thinking I can’t count too well.  😉

I confess…with the launch of How to Profit with Social Media – The 2010 Social Media Directory last week, I let myself get lazy with blogging. I apologise. (And I’m very motivated to get through Darren Rowse’s blogging challenge – you’ll see.)

That laziness is a big part of the title for this post. Your blog should be the centre of your social media marketing efforts.

You probably already know you can get Twitter to update to your blog. Did you know you can get other social media sites – like FriendFeed – to update your blog, too? Of course, you can also connect Facebook and LinkedIn to your blog – they offer you the code to do it.

Here’s why you want your blog to be Continue reading

Social Media – Creating Your Profiles – Better Blogging Day 3

Hi,

Day 3 of Darren Rowse’s challenge shows you how to promote a blog post.

There are a couple of good posts on my blog, but there’s a topic lots of folks have asked about – creating social media profiles – that I’d like to write about today. Then I’ll promote this post for Day #3.

This post is built from material in “Creating Your Social Media Profiles” – one of the bonus reports for the 2010 Social Media Directory (Release date: 14 Sep 09).

There’s no question about your profile being the most important part of you involvement in social media. Your profile is how you introduce yourself to others. Even when you meet someone by being part of a group, the first thing they do is click on your name so they can see your profile.

The hard part about making a good profile is Continue reading

Connecting Social Media

Hi,

This is part answer and part question.

You see, I’ve been chatting with Jim Turner, Michael Stelzner and a couple of other people good at social media. By the way, Jim’s ONLY source for lead generation is now social media. He’s good at it.

One thing I’ve learned is that there are lots of tools to connect social media services to Twitter. I wonder if Twitter will become a Continue reading