According to the CMO Club 81% of CMO’s plan to link their annual revenue to their social media investment!

But other studies show that many CMO’s are still confused about how to effectively integrate social media with their marketing and PR programs.

We often get asked whether a company should do it all in-house or outsource to an agency.  Since the idea is to hold conversations with your customers and stakeholders, it should be obvious that someone at the company has to do the  communicating.

An agency can help you get started.  They can do the monitoring and content analysis, give you advice on content direction and editorial decisions and even assist with content creation. But the conversations have to be authentic interactions between the public and the employees of the company.

We can get your training wheels on and coach you for six months or so. Ultimately you must ride the bike yourself.

A recent study of social media usage makes it quite clear that people who become Facebook fans and Twitter followers of a brand are more likely to not only recommend, but they are also more likely to buy from those brands than they were before becoming fans/followers.

And it seems that Twitter is the more influential

• 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower
• 67% of Twitter followers are more likely to buy the brands they follow or fan
• 60% of Facebook fans will recommend
• 51% of Facebook fans/followers are more likely to purchase the brand they love

However, considering Facebook’s over 400 million users, the opportunity is great for social media marketers.

“While social media is not the silver bullet that some pundits claim it to be, it is an extremely important and relatively low cost touch point that has a direct impact on sales and positive word of mouth,”  comments Josh Mendelsohn a vice president at Chadwick Martin Bailey. “Companies not actively engaging are missing a huge opportunity and are saying something to consumers – intentionally or unintentionally- about how willing they are to engage on consumers’ terms.”

If you are in the travel/destination industry our webinar with Bulldog Reporter tomorrow has four hours of specific info on these topics.

Ravit Lichtenberg of Ustrategy spoke in the keynote at OMS10 about the vital need for a social media strategy rather than “shooting arrows at a moving target.’

Take a step back and figure out  the best way to reach your customers, provide valuable content and stay close to them, says Ravit.

Five Social Media Tips:

1.  Have a vision-driven strategy, but a campaign driven implementation.  Have a strategy based on your vision but choose two to three tactic to focus on for your implementation

2. Own your own content as an organization.Aggregate all your content on your website.  Make is easy for people to find all your content in one place.  (A social media newsoom is a great tool for this.)

3. Put a well-defined structure and process in place.  Define the roles and assign accountablity.  Be fast and agile because the speed of customer engagement online demands immediate response.

4.  Be aware of the role of women in social media.  75% of purchasing power is in the hands of women and traditionally women are good at relationships. Think about marketing to women.

5. Resources – find the right balance between external resources and employees to help you craft the strategy and implement it going forward.

Ravit and I are both presenting sessions at the PRSA Western District Conference and we’ll be on a panel together as well! Join us for a few days in the desert at a lovely spa resort.

The Online Marketing Summit in San Diego was held at the beautiful Paradise Point Resort this year.  I caught up with Greg Jarboe of SEO-PR after one of the keynote sessions and talked to him about search, video and public relations.

According to comScore the second most popular site where searches are conducted is YouTube, Music is the number one genre of videos searched, but how-to videos are not far behind.

Gregs advice for PR people:

The opportunities are increasing online.  PR people have to learn new skills.  You can create videos and upload them to YouTube as part of your pitch to traditional media.  Learn to tell your stories in video, upload them to YouTube, optimize them for search so they get found and work with analytics so you can track and measure your results.

Steve Paganelli, DMO Strategist at TIG Global spoke at the North American Journeys Summit West last week. We caught up with him at the break and asked him some questions about his session and the case study he presented.

Steve explained how several of the regions in the US are collaborating to make their international online marketing more effective – specially since overseas travelers are often not aware of which states make a region.  He offered some great ideas for how states can work together to market an area that would be attractive to international visitors – like the Washington DC area,the New England States or the Northern Rockies.

I have started a series of PR Tip Sheets about social media and the trends I see developing in 2010.

The first one is about using Twitter.  These 10 Tips are for those getting started.

Download the Tip Sheet

It’s been a very busy social media week in LA.  On Tuesday I went to the North American Journeys Summit for DMOs (Destination Marketing Organizations.) On Thursday I went over to Hollywood  to speak at the Entertainment Publicists breakfast workshop on social media and then hared back to Pasadena for Social Media Club,  San Gabriel Valley.

One thing I’ve been hearing and reading this week is that while you might have been experimenting with social media in 2008, and those who were ahead of the curve were implementing it in 2009, it’s no longer a differentiator: social media is now an essential part of your marketing and PR mix.

Based on today’s ever-changing marketplace, companies can no longer rely on issuing information to the media in hopes that they share their stories with the public.  A recent prediction from Forrester Research is that within two years half of all US newspapers will have ceased production.

That does seem impossible.  But then again five years ago no one believed that the newspaper business would ever get into the state it is now.

To reach your audience now you have to start telling your stories directly, in multiple channels, and do it in a way that sparks positive conversations.  Simply establishing a presence in social media is no longer enough.

Another constant question I hear at events is  – What’s the value of social media?  What’s the ROI? There are conversations going on every day that could materially affect your business. You need to know what they are and where they take place.  And unless you participate in these conversations you have no hope of influencing the tone and content of the discussion.  Here are 3 case studies that show results.

What you should be thinking about is how to participate in conversations that shape perceptions about your company, brand, product or service.

I am moderating a panel on PR, social media and search at the OMS/SES event in San Diego next week. The panelists are:

Dana Todd, Newsforce

Rand Fishkin, SEO Moz

Lee Odden, TopRank Marketing

David Klein, Purpose Inc

The data they’ll  be presenting aligns perfectly with the need to get strategic in 2010 and incorporate these three disciplines – PR, social and search -  into your marketing mix.

See you there.

Image Credit:  Haiko on Flickr

Back in 2006 while I was working a paper with Rok Hrastnik we called the phenomenon of online buzz and reputation The Power of Voice.

Since then many companies have felt that power – positively and negatively.  Dell, Dominoes, Naked Pizza, Motrin, Blendtec to name just a few. Nestle has now joined the list.

Nestle is embarking on an emergency online PR campaign to restore its reputation amid sustained criticism on the internet, reports PR Week UK.  The reason?  Nestle continues to encounter vociferous online opposition on a range of issues, from traditional concerns about its formula milk, to newer attacks on its digital marketing efforts.  Some bloggers feel this is no more than putting lipstick on a pig.

PhD in Parenting took Nestle to task for the Family Blogger event they held back in September 09. While many mom and dad bloggers did accept the invitation to this event, there were some vociferous voices objecting to Nestle’s promotion of infant formula and their forays into social media.

One of the core factors of social media is that you no longer control the message.  Nestle created a Twitter hashtag for the event #nestlefamily.  Good thinking, you say?  Ah, beware bloggers with hashtags.  The voices speaking out against Nestle hijacked the conversation on Twitter and now many more people know about the controversy than did prior to the event.

And their formula is not the only problem they have:

Nestle says it is ‘the world’s leading nutrition, health and wellness company’ and that it is committed to increasing the nutritional value of its products while improving the taste. The UK site is more explicit, claiming it’s ‘putting health and wellness at the heart of our business’.

Yet the BBC reports that a survey conducted by British Heart Foundation found that most mothers were hoodwinked by the nutrition table on products they bought for their children, naming Nestle’s Honey Shreddies as one culprit.  The product claims to be wholegrain and to “keep your heart healthy and maintain a healthy body”, but it contains more sugar [13.6g] than a ring doughnut [9.2g] in an average serving.

So now they are looking for an agency to guide them through this  PR debacle and the social media  morass.

Power Mom Jessica Gottlieb has a few tough words for Nestle and questions for publicists.

1. Do publicists help businesses shape a businesses marketing practices or simply react to what is out there?
2. When there is a thirty year boycott how does a PR firm address it?
3. Should a thirty year boycott even be addressed? Obviously Nestle makes plenty of money.
4. Is there ever a client you simply do not want?

These are my responses – also posted on Jessica’s blog.

1.  A publicist is not a PR Counselor or strategist.  A PR Strategist should absolutely be advising top management about policy and business practices, not just a reactive ‘fix’ for what is out there.

2. As you point out this 30-year boycott has not yet adversely affected Nestle. Up till  now their detractors have not had the means to make a major impact on Nestle’s sales. The Internet and the Mom and Dad blogger’s Power if Voice may well change that scenario. I’m guessing that is the case, if they are looking for social media help.

3.  Just as the tobacco industry was forced to address the reality of their product and contribute to anti smoking campaigns and medical costs for smokers, so should this issue be addressed.

4.  Yes there definitely clients I won’t work for.  We have a very public policy that  we don’t do PR for anything that is harmful to body, mind or spirit.  Would I work for Nestle?  That would depend on how they plan to address the issues.

I gather from the PR Week article that Nestle is interviewing large PR firms for this job.

I’d advise them to look very carefully at their social media expertise.

They’d probably do better with one of the 25 Women who Rock Social Media – if they are willing to do more than just put lipstick on the pig.

Image credit EmilyIt Flickr

The term ‘engagement‘ is popping up all over the place.

Using social media channels as a broadcast medium won’t get the result you’re after.   Engagement is the key to success.

According to the Alterian “Annual Survey 2009” report Are You Ready to Engage? the maturity of digital and social media requires integration of marketing strategies. Marketers must move from a focus on siloed campaigns to an emphasis on listening to, and communicating with, consumers.

“Engaging with customers is becoming paramount and the yardstick by which we measure those brands that survive and those that don’t,” says David Eldridge, CEO of Alterian. “Marketers need to appeal to the individual and engage with customers on a one-to-one basis.”

A new report from the Chief Marketing Officer (CMO) Council indicates that engagement is what drives brand loyalty and both customers and marketers agree that deeper engagement and personalized contact is what gets results.   Loyal consumers expect marketers to understand them better and deliver more relevant and valued offers.

The Marketer’s View

Most marketers (61 percent) believe that loyalty program participants are the best and most profitable customers, but that they’re falling down on extracting greater value from customer loyalists. When it comes to in-depth profiling of customers, the vast majority of marketers still only aggregate and analyze limited customer data sets.    73 percent collect basic demographics, but critical insights — such as advocacy rates (14 percent), brand loyalty and attachment (27 percent), personal preferences (31 percent), satisfaction levels (33 percent), and product preferences (38 percent) — are not being leveraged.

The Consumer’s View

According to eMarketer, consumers are demanding engagement, not just discounts.  And they want conversation, not messages.

58 percent are looking for compelling personal benefits and services, as well as more relevant offers or individualized deals. as a reward for their loyalty.  They want the information delivered through multiple channels in the most relevant, personal and customized way possible. (Do I hear RSS feeds?)

Customers are issuing a very clear warning to marketers. Give me relevant communications that reflect my history and connections to you, or I’ll go elsewhere.

Marketers are definitely looking for ways to connect with consumers. Check out this Google Trends graph for Engagement Strategies

A proven ability to engage an audience is also high on the list of desired attributes for companies hiring social media staff. “Let’s say you have a blog and you routinely get people to comment, and you have 5,000 followers on Twitter. That shows you know how to engage people,” says Knight Foundation’s Marc Fest, who is looking to fill an online community coordinator position.

Sadly, only 17% of the companies polled said that their staff is fully prepared for new media marketing and engaging with their customers.

If you’d like to learn more, Marketwire is hosting a webinar about engagement strategies February 11th.  I am presenting the webinar and my guest is Rebecca Lieb, VP of Econsultancy (US).  You can register here.

The 2010 Edelman Global Trust Barometer released today might motivate you to take another look at your 2010 PR and social media strategy.

For the first time trust and transparency rank as important to corporate reputation as the quality of products and services.  In fact, in the U.S. and in much of Western Europe, those two attributes rank higher than product quality—and far outrank financial returns.

“We’re seeing a vastly different set of factors driving reputation than we did 10 years ago<” says Richard Edelman. “Trust is now an essential line of business to be developed and delivered.”

The most credible voice for a company has shifted back to academics/experts or industry analysts. A ‘person like me’, which took top spot two years ago, dropped from 57 to 50 percent. The decline is even more marked in the U.S. (60 to 39 percent) and the U.K. (51 to 35 percent). CEOs, however,  are still in the bottom two in the list of trusted spokespeople in the U.S. and Germany.

The credibility of mainstream media, including television, newspapers, and radio, continues to wane.

In the U.S., the credibility of television news dropped 20-plus points in two years (from 43 points in 2008 to 20 points in 2010). In the U.K, radio news coverage dropped by 20 points in two years. In the BRIC countries, television news and newspapers declined by more than 15 points each in two years (to 40 and 30 percent, respectively.)

“More than ever, engagement needs to be tied to action and not just set to broadcast,” said David Brain, president and CEO Edelman Europe, Middle East and Africa. “This means cultivating a wide circle of spokespeople with substantial expertise and participating in conversations in real time.”

Join us for a webinar on engagement as a PR strategy Feb 11th at 10 am PST and 1pm EST.  Rebecca Lieb of Econsultancy will be my guest.