Growing Your Business with Social Media – Over The Rhine (OTR) Chamber of Commerce

This morning I had the honor and privilege of presenting social media presented by the Emmanuel Center to members of the Over the Rhine Chamber of Commerce . As a resident and advocate for OTR, I was thrilled to see that the Chamber & the Emmanuel Center are providing such innovative programs to help local businesses grow.  My presentation was the first of a “Creative Marketing” series that the chamber is presenting – you don’t have to be a member to participate in the events. Thank-you to all of the businesses who participated this morning.  As I mentioned in the presentation, you can find a detailed presentation on Facebook Marketing here.  We had a very lively discussion and addressed some interesting topics. Also, we didn’t discuss this at the training, but an OTR business, Taste of Belgium, is running a groupon promotion today – check it out – a great opportunity to promote your business (or get a deal on waffles).

Social Media Tips from PRSA Media Day

Thanks to Mike Boehmer for the Photo.

Thanks to Mike Boehmer for the Photo.

I had the pleasure to be a part of a Social Media Panel as a part of Cincinnati PRSA Media Day.  The panel included Jory Des Jardins, Co-Founder, President of Strategic Alliances, BlogHer; Jon Cronin, Director of Digital Marketing Strategy, DeVries and Michelle Lentz, Blogger, Write Technology. First, I want to that the PRSA for inviting me to speak – it was a fabulous event with great speakers, engaged participants, and a great location.  The team did a fantastic job with this event. I wanted to share a few of the key insights that we discussed on the panel.

How to work with bloggers

  • Build relationships vs. trying mass outreach.  Bloggers respond best to personal outreach and plans that are really customized to meet their needs.
  • Work with a small select group. Rather than trying to reach every blogger in your space, choose a small select group of bloggers to work with.  This will allow you to create a powerful, customized plan with a small and passionate group.
  • Soft-sells work better. Most people won’t care about your product or brand and trying to directly engage them probably won’t work.  Instead play off of something that bloggers are passionate about that is related to your product.  GM works with the BlogHer network and provides cars for attendees to test-drive.  No questions asked, no sales pitch – just take the car for a spin.  This has resulted in a clear brand equity increase for GM as well as numerous mentions.
  • Know the audience. You really have to know your audience.  For example, Campbells Soup wanted to work with food bloggers who are notoriously picky about the quality level of the products they use.  Rather than specifically talk about soup, Campbell’s included their products in food that was sampled.  The response was terrific as bloggers were shocked that Campbell’s products were a key ingredient in dishes they sampled.
  • Bloggers will love you if you facilitate their activities. Rather than trying to push your product at bloggers, try to facilitate their activities.  Host parties or help them connect.  Verizon did this after PRSA Media Day where they hosted a blogger party that showcased their new phones and they let bloggers borrow them for a few days (for free!!!).

What is “The Next Big Thing”?

While admittedly, none of us are psychic or have a crystal ball, we all shared some perspective on trends to watch in the next few years.
  • Location – Knowledge of location will make a huge impact on the digital space.  Whether it is facilitating social interactions, marketing, search or anything, location will play a big role and is a powerful concept.
  • Social Connections – Building social connections online will continue to be a big trend and importantly, helping sort through the issues (management, privacy, etc) will be important.
  • Mobile – Mobile is a key facilitator of both of the trends mentioned above.  While the iphone may be over-hyped the emergence of always-on internet and the power of location will clearly have a large impact going forward.

Please share your thoughts and comments.

Bootcamp Digital Presentation – Emerging Trends in Mobile Marketing

Want to get up-to-date training for Mobile Marketing in 2012?

No problem! We have just launched our Pin Point Programs, which are 90-minute social media online training classes about the hottest topics in social media. Our online mobile marketing course is now available on-demand. Check it out here and learn how to develop a mobile marketing strategy that really gets results!
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A few weeks ago we were honored to be able to present at the 2009 Cincinnati Digital Hub Initiative Non-Conference – an event put on jointly by the Cincinnati AMA, AdClub Cincy and a number of other local organizations. My presentation was on emerging trends in mobile marketing.  I know “the year of mobile” has been predicted for the last 10 years.  The reality is that mobile has continued to grow in importance, and perhaps, rather than a sudden “year of mobile” we will continue to see mobile grow in importance over time. The presentation that I shared is below: A few of the key points:
  1. Phones are getting smarter – Smart phones sales continue to be among the quickest growing and most desirable, with 47% of consumers wanting a smart phone (who wants a dumb phone after all?).
  2. Location is key – Knowing location is a key factor in what makes the mobile internet so interesting and powerful.
  3. Mobile Changes Search – Search on mobile has the potential to be much more targeted and accurate due to the proliferation of apps (which provide better more relevant results for common searches) and location (which can provide more relevant results).
  4. Iphones – The iphone changes the potential of mobile, but the results may not be able to be extrapolated out to the rest of the market… the Blackberry app store was a big disappointment for example.  There remains significant opportunity to drive sales and actual results through apps when approached strategically.
What do you think? What are the most important trends in Mobile Marketing?

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