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First things first: define your brand ID in social channels

As social media use becomes the norm for brands both large and small, one constant that everyone struggles with is brand identity on social channels. Especially when you have more than one individual manning your account, or teams of copywriters trying to translate traditional copy to social snippets. How do you define your brand and ensure that anyone from customer service to front line community managers are literally speaking the same language? How do you ensure that when a key employee leaves your identity isn’t lost with them?

The first step to successfully translating your brand in consumer interaction channels is to understand who you are as a “person”, not as a corporate behemoth, but as an entity someone would want to interact with outside of from a customer service perspective. That’s how you can sustain engagement long-term and be invited to the dinner party that is social media.

Brands have a “brand book” that details everything from proper logo usage to mission statements, tag lines and beyond. Developing and integrating a social identity into that is a must. As there really isn’t an “above the line” and “below the line” these days, your social persona must be integrated into all aspects of your marketing, where and how it makes sense.

One of the ways I’ve found incredibly useful, as I’ve helped launch brands into the social sphere is to start with the “traditional” brand persona and then dive deep on social. This can take a variety of forms, but must include social listening for your core customers. Who are they? What do they care about? How can you add value to their daily interactions? What other brands do they use or care about? How does your customer service live up to your brand premise? (Or if it doesn’t, why doesn’t it?). If you could choose a living person to represent your brand, who would it be?

Pick your niche. Are you funny? Witty? Value-based? Traditional? Put yourself into your customers’ shoes (not all brands appeal to all people). This will help you to define a voice and channel-specific strategy and enable your creative team & strategists to brainstorm on effective ways of reaching them, and give you a solid platform to engage on a daily basis, no matter who is doing the talking.

[photo credit: nomadic_lass on Flickr]

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The difference between forcing a community and finding a community

The last couple of years have brought a shift in social “media” as ad agencies have tried to disrupt the space with clever gimmicks (Real-time marketing) which is what they’ve always done best. Disrupt conversations and grab attention. It’s a perilous game: one misstep and you’ve got an angry mob on your hands. And it doesn’t work to drive much of anything except a couple of articles and some goodwill. Until the next brand trumps it and you’re forgotten. It’s a zero sum game in the end, and one that costs a lot of money to boot.

The real growth is where your value meets a need. There are a few brands who are doing it right. They’re the ones who spend the time getting to know the community of people who could USE their product or service and deliver the value behind it in a way that impacts someone’s life.

The digital space isn’t all about YOU. It’s about how you can help US. Sure, wit and snark will always play a part, but that’s a small part. Customer service? Big part. Relevant content that I can use? Big part. Being there when people are just talking? Big part.

It’s time to get back to basics and start serving the customer, not just looking for the most likes and retweets. Pay attention to the people, they’re the ones who buy your products. Invest in that strategy and you’ll win.

[Image credit Robie06]

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MOCC does indeed Rock – Farewell my friend

How to start?

I met Michael for the first time over lunch at The Monk’s Table (it wasn’t called that then). It was ostensibly an interview but it lasted for about 2 1/2 hours and a couple of pints of Old Speckled Hen were consumed. This was back in ‘07 I believe. We’d known each other online for longer. I was the ____ (insert statement here, you know you wanna) digi marketing person and MOCC was the PR genius.

That conversation ranged from who we thought was a BS artist as social media was starting to come of age to politics, music, family (yeah, he never thought I’d have kids either), and the city we both loved. He made it his home and I transplanted back here after 9/11.

We worked together for 3 months as we pitched and won a piece of business together. We had lunch almost every day (at the same spot listed above). He never questioned my insights and I never questioned his, but I had no exposure to the PR world, and Michael taught me a lot.

When I left, we stayed in touch and chatted people that drove us crazy and people that inspired us. We also talked about our families. I had my girls in early 2009 and MOCC was one of the first people to welcome them on Twitter while I was still in the hospital and had been wheeled out of NICU so I could let the world know we were doing okay. I’ll never forget that. “Felicitations Isabelle & Olivia”

I also remember our Twitter spat over his UID. Should he be @MOCC or @MichaelOCC. Bugger won that one.

Years passed, I saw him infrequently because we both had jobs and families, but we planned meet ups and we snarked at each other online. We also did see each other at events where we’d grab a corner and catch up. The most recent being the last HoHoTO where I left a colleague, and my date at the front door  (and I wonder why I’m single) the second I saw him to go outside and catch up.

We had tea at Media Profile in March, where he had found his place, and we chatted about our world and family again. We made plans to go hike the ravines in the Beach now that my girls were old enough that summer.

And then the unthinkable happened.

I will forever cherish Michael O’Connor Clarke, the fighting Irishman, the undisputed family man, and the smartest guy I’ll ever know.

I’m only sorry I didn’t meet him sooner.

His family could use your support, please consider donating to suppormichaleocc.ca his family needs us and we can help.

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Thoughts on the Twitter archive deal with Gnip

After turning off the firehose to Google last year I’d been wondering what they would do with their huge database of users tweets as the next logical step appeared to be granting the search giant access to their archives as well. They announced today that they’ve partnered with Gnip to provide the company with every tweet back to March 2006 when the company launched.

As someone who has developed social/ digital personas as part of the larger marketing strategy this is great news. Using data from various social platforms is a fantastic way to get a broad (and granular) sense of what issues most resonate with consumers, how they feel about your products and your competitors. By analyzing that data a richer picture of your customer emerges.

In the past we’ve only really been able to gather data for the past year, but with this announcement the ability to look at trends over time becomes a possibility. Is the same issue recurring? Has customer service improved over time or gotten worse year over year? Are there seasonality trends that weren’t immediately apparent? All of these data points could now be analyzed (or re-analyzed) based on this new data.

Unless you’re a very sophisticated (and deep pocketed) brand storing broad term data year over year and merging it with the same query sets was probably not at the top of your radar. As Gnip merges this data into standard listening tools running ad hoc reports and performing a detailed analysis becomes much simpler.

I’m looking forward to seeing this roll out and doing some digging. What do you think about this move by Twitter?

Image credit: fagalar on Flickr

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Why does Google get social content but not social networks?

It’s a running joke in the digital media space that Google+ is a ghost town. Not entirely accurate as companies such as Ford believe in the space and prominent bloggers still actively participate there, but it certainly didn’t meet the promise that many hoped for – to finally bring a direct competitor (with deep pockets) to Facebook. 50mm active users and 90mm registered users is nothing to sneeze at, but it’s certainly not where the Internet giant was hoping to be. This isn’t the first time Google’s tried to venture into social networks, there were the other Internet services, Buzz and Wave, which became fodder for Internet jokes before being shut down.

On the flip side, Google’s content creation engine consistently churns out compelling content that is shared far and wide and highly praised: think Google Doodles; April Fools jokes; and random Easter Eggs in products (e.g. Map Directions). They excel at it and appear to have a lot of fun doing it. So it should be only natural that if they are that good at creating content that people want to share they should understand how to build products that facilitate that sharing. Right?

Well, understanding the psychology of human sharing and interaction is different from creating cool things that people like to geek out to. Google, at its core, is full of incredibly smart engineers who look at problems logically and have a deep understanding of how the Internet works, how to create workflows, and how their own products can all be tied in together. These are the folks who brought us Gmail that revolutionized email, search which is the backbone of how people find information online, etc. etc.

But these products are all fundamentally purpose built, not discovery and interaction built.

I go to Gmail to read and respond to email. I use the search engine to find things I’m looking for, not to browse the web. I use Maps to get directions and find things. You get the picture. YouTube is different, but it wasn’t built in house, it was acquired after it was already successful and hasn’t really expanded much past it’s original purpose – to watch videos online.

The sticky social networks like Facebook, Twitter, Tumblr et al. are all about frictionless creation and sharing which is where the content that Google creates naturally spreads. Google+ is amazingly built. It has so many features that the other networks lack it should be a natural place to migrate our social interactions to. Except, all those features that make sense logically probably confuse the average user. Geeks get it, but geeks already have channels where their buddies are to share on. Circles are actually a really great idea, but the average person looks at that and says, whoa, way too much work! I’d hazard a guess that 9 out of 10 people on Facebook and Twitter haven’t set up lists either (the simplest versions of Circles). Ripples? What are those? Hangouts, which should have been the killer feature weren’t promoted properly (think about how Apple promoted Facetime for how it should have been done), and YouTube integration was an after-thought instead of a must have from day one. I could go on and on but you get the picture. When Google builds social networks they build them through their own incredibly logical lens instead of an average consumer lens.

So, what can they do? I’d suggest taking a look at why their content is so successful and how it spreads (psst, they have Google Analytics that recently added social networks tracking they could take a peek at for some insights). I’d also do a deep analysis of what their competitors are doing from a marketing lens, not a development one. Make it easy to import friends from other networks, make setting up a profile a snap, make it cool (and easy) to be there. Then, in the immortal words of start-ups: pivot…. Hell, even Zuckerberg pivoted by opening The Facebook to non-college kids.

In the meantime, keep the content coming, it’s really good!

Image credit: [Jennifer Horn @ Google]

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