Advertising Boxes Out Social Media

According to an article on Media Post:  "Social networking now accounts for one of every five minutes spent online, making it the most popular online activity worldwide, according to a comprehensive new report from comScore. What’s more, it leads all content categories in the number of display ads delivered, accounting for more than 1 in 4 U.S. display ad impressions (28%). " 

My Commentary:

After spending over 10 years working with magazines, including launching a national inflight magazine for a major airline, my take why social media is a distant cousin in advertising spend is because the actual people who allocate advertising budgets are simply not involved in Social Media themselves.  

Social Media is relatively new, limited by few metrics, sceptics abound  and partial resources to quantify ROI.  From my days in magazines, justifying budget expenditures were and still are compared by readership, reach, audience, demographics and so on.  It tended to lean still towards coupons or call to action ads.   It is far easier to rationalize after someone walks in or inquires after newspaper or radios generate the response.  Marketers have had years to validate traditional advertising.

Making a list? Checking it twice? Send a Holiday Greeting for the Naughty and Nice

Salesman: This computer will cut your workload by 50%.

Office Manager: That's great, I'll take two of them.

Around this time, we start thinking about getting our greeting card list assembled, getting ahold of a printer, and all those fine time consuming tasks that in the world of automation, means you have to “do it yourself”.   I liked the automation of "Send Out Cards" so much that I did sign up for distributorship because it is a total turnkey solution (including card, stamps, mailing).    I was skeptical so I sent one to myself initially.    Even if you don’t follow the “Christmas” tradition, many cultures and religions still engage the time to send personalized greetings to acknowledge the time that others celebrate.

Google+ is the Way to Go to Build Online Influence

"Learn before you earn pays off in the long run."

~Jeannette Marshall

Whether people admit it or not, they "Google" their name(s) … Not a bad idea.  In a sales meeting about five years ago, I recall our General Sales Manager posing a question to the team something along the line of:  “What is the one reason prospective employers (you can add customers too) will write you off before they’ve even read your resume?”  Imagine the assortment of answers:

1. No cover letter
2. Typos
3. The position had already been filled
4. and a bunch of "Ooh-ooh-ooooh" like Horshack from "Welcome Back Kotter" 

The answer?  By “Googling” your name.   He went on to explain that your online profile is your brand.  Basically, what you do/say online can come back to haunt you.

Fascinated, I Googled “Googling”.  Merriam-Webster is the first site to come up and this is what it says (see for yourself http://www.merriam-webster.com/dictionary/google ):

goo·gle 
verb, often capitalized \ˈgü-gəl\

goo·gled goo·gling  Definition of GOOGLE to use the Google search engine to obtain information about (as a person) on the World Wide Web

Examples of GOOGLE

      To the movies; to television (hours and hours); to Googling obsessively (hours and hours); to blogging, emailing and text messaging —Cynthia Ozick, Harper's, 2007

2.    [+]more

Origin of GOOGLE

Google, trademark for a search engine

First Known Use: 2001

Interesting statistic also noted:  Google is currently in the top 1% of lookups and is the 5th most popular word on Merriam-Webster.com.  Holy cow!  THAT is online influence!

So for fun, I decided to do what many of us do but rarely admit …. I “Googled” my name.  For my first name “Jeannette”.  Wikipedia was the first result shown.  According to Wikipedia, I’m a town in Pennsylvania that settled in 1888 with a population of almost 10,000 people:

Sorry Mom.  I think I was named after a Saint.  Foreshadowing perhaps that I was not going to be one?  Well, if you like to have fun with numbers, I was born on the “18^th” so there’s that.  What explains how "Jeannette" allows me to come second? 

Next up.  My last name.  First, humour me by taking into consideration that I once had a maiden name, I had a first marriage and “borrowed” that name for twenty some odd years, and remarried only five years ago.    So the name “Jeannette Marshall” is really only a child in online terms.  Then, I only started my online Linked In, Facebook around May 2010 with my Blog around August 2010.  Ok, you get it, I’m still a baby!

Imagine my amazement when I “Googled” the last name “Marshall” this is what come up:

      1)   Marshall Amps -that’s cool, I like music)

      2)   Marshalls – brand name  :o) shopping

      3)   Jeannette Marshall Google Profile

WOWZERS.  Once again, I’m on the first page.  Not just once, but THREE times!  Twice under Google and once under Twitter. 

OK, enough about me!  (REALLY?) What about you?  Do you still scoff at the importance of online branding?  I am starting to imagine that Marshall Amps and Marshalls store has invested quite a bit of money in their website design and marketing personnel/campaigns. 

There is a lot of discussion whether people like G+ more than Facebook or Twitter, especially since Google has opened the doors wide open for Google+ and Facebook is making a lot of changes that some believe takes some of the best part of Google’s offering and incorporated into Facebook or improved other things.

What this tells me is that, no matter how you shake it.  We all like Facebook or Twitter or what have you for personal or professional reasons. 

However, if you are looking to build your online presence or brand, the power and influence of Google can’t be ignored.  Wondering if you should try out G+?  I’m thinking you’ve climbed on board before you finished reading this.

Now, if the next HR firm “Googles” me, they may think I don’t do anything besides hang out online … which is far from the truth.  I simply G+ and Twitter a bit, read a lot, and VOILA! 

I’m happy with coming in third.    Maybe there is a career for a gal from Calgary CANADA  in “online marketing”?

Your thoughts?

How does Social Media fit into the traditional sales funnel?

"Success doesn't come to you, you go to it."

                                       ~ Marva Collins

Q:   How does social media fit into the traditional sales funnel?

A:   Social Media has not evolved far enough to help sales, other than being used as a tool for communicating, networking, gathering knowledge and at the bottom of the ladder -- generating leads.   Unfortunately, far too many misuse Twitter or Facebook to spam, broadcast, a deal or sale.  That was my initial perception and can turn someone off immediately.  However, social media pros are using it to learn, promote, educate, and/or communicate.  

When I ask executives I know professionally about their social media involvement, most say that they are on Linked In but rarely on Twitter.  A few are on Facebook  for friends and family.  Others claim they have a Facebook Page for Business, under someone on their team's responsibility, usually IT or Marketing.

Blogs are a great way to drive "return" traffic to one's site if it is done as a way of educating customers, establishing expertise.   The following chart from Nielsen Research illustrates a 43% increase in Social Media:

I  had a long conversation with my sister recently whereby my brother-in-law has a successful furnace cleaning business (for our Canadian igloos right?)that has expanded to air conditioners and humidifiers.  My advice was to develop his company website, include a blog where he can write about what he is a walking encyclopaedia on.  For example, here were a few ideas I gave:

·        How furnaces can impact your clean air;

·        What happens to health if you don't clean your furnace?

·        How often should you have your furnace cleaned?

·        What are the best or safest ones and why?

·        When should you replace your furnace?

o   When it breaks down?

o   Every 5, 10, 15 years?

VOILA!  If that information or blog happens to be on a site that sells the type of service or products people are researching before they buy, chances are they will trust that expertise greater than another that simply has a "Testimonials Page" and should generate a lead.   Sadly, most organizations don't include testimonials never mind White Papers or Case Studies.  You probably get my drift by now.  Use Social Media as a conduit to “share” information, communicate and educate.   

Today, the best use for Social Media for sales is to network with other like-minded tWeeps or to access knowledge.   One of the most critical steps in sales that rookies don't understand or others cut corners on is the research phase -- what you do before you pick up the phone or approach a prospect or inherited customer.  Social Media is an excellent vehicle to source information. 

HR Professionals no longer simply “Google” you.  Now, they will look you up on Linked In and check out your Facebook page.  You should always have this in the back of your mind: every single day you are online, you are selling yourself.  What you put out there is open to scrutiny and will determine whether a prospect will do business with you or if you will get hired.

People often misunderstand that Social Media’s primary purpose is not just for those looking for work or consultants broadcasting their know-how.   Take time to learn how you can sift through the clutter to find ways to use it to your advantage – selling or otherwise.   There are multitudes of on-line webinars and networking events available.  Most are free (with a sales pitch somewhere, the weak ones more obvious). 

Promote your Customer Appreciation, Open House, Product Launch event using Social Media.   Invitees can see who has been invited, who has agreed to attend, who has declined.   It requires more innovation and creativity.  I wouldn’t suggest you forego printed invites – they’re still important the higher up the ladder your invitee is. 

Face to face will always be best!  Just don’t ignore the fact that Social Media does make it easier for people to hide.  Those prospects may decide whether or not they will do business with you or meet with you just by clicking your name!   

  

How does Social Media help the selling process?

"Getting information off the Internet is like taking a drink from a fire hydrant."

Mitchell Kapor

There are primarily two ways to use SMO otherwise known as social media marketing  http://en.wikipedia.org/wiki/Social_media_marketing 

1.      To increase click through rate, i.e. get people to do something once they get to your site

2.      To increase brand or create awareness.

In B2B sales, having a strong brand can translate into a positive reputation, quality product/service or value that can pave the way for attracting revenue by attracting customers.

Social media can promote the "brand" (organization)  in various ways.  Here are a some examples:

1.      Present "case studies" from products or services that have made an impact

2.      Communicate by expert blogs:  how do you solve problems using the product or service?

3.      Showcase  awards – connect your organization or individuals as successful

4.      Public Relations:  events, community involvement – you are making a difference

5.      Testimonials:  Your best customers are your best advertisers

Promotions, coupons, or specials  --  can be emphasized for  higher turnover sales model that can be handled by customer service to drive revenue. 

It all boils down to what are your goals, who are you trying to reach, how long is a sales cycle, what analysis you've done to determine your strengths/weakness to help determine what path you take.

Leave the footwork for prospecting, cold calling, targeting major accounts to your sales team.  Yet, what you do to promote your organization virally, online, can help influence your credibility before anyone says “Hello”.

Yes, you can pay someone to optimize your site or pay Google’s Adworks to speed things up.  However, not everyone can afford that and even those that do, have to prove that it is worth the investment (or ROI:  Return on Investment).

TIME is MONEY

We are all getting busier, with less resources or personnel support while expectations are sky rocketing, attention fleeting while the need to generate more revenue is critical.

Like many of my Blogposts, there is a common theme evolving -- how organizations and sales professionals should collaborate to achieve BOTH of their objectives  while striving to gain  RESULTS.

A challenge is typically asserted on which accountability metrics are important to operations and sales.  Typically, for operations it is profitability and for sales it is revenue.  In order to drive revenue, sales professionals should have realistic activity mandated.  All top sales organizations have various activity metrics to ensure that even entry level sales reps can achieve some success.  There are a few factors that could be taken into consideration to establish perameters :

1. Sales Cycle
2. Geographic territory
3. Vertical targets
4. Cost of product or service
5. Level of decision maker required
6. Seasonal variables
7. Competition
8. Pre-Sales support
9. Marketing program
10. Lead time between sale and delivery
11. Budget, plan, quota or target

I will get into the 11 points above in future blogs.  However, before you ask sales to meet the minimum activity metrics, after examing the parameters, your organization should next ask itself what tools or considerations are being taken into account to boost productivity or demand results.  For example:

1. Training (Company provided or endorsed)
2. Skill Level (Experience in sales or industry)
3. Compensation (Commission versus salary plus bonus)
4. Marketing Program (sales material, advertising or leads)
5. Sales Timeline  (from sale, to implementation, to commission or bonus payment)
6. Tracking Tools (CRM system, manual, activity reporting)
7. Sales Management (Coaching, mentoring, meetings)
8. Support (proposal template, clerical, analysts, diagnostics)
9. Territory (geographical or verticle/by industry)
10. Sales Budget
11. Communication (customer service, computer, e-mail, wireless, cell phone or iPhone/Blackberry)

It is easy for organizations to hire and plunk sales reps in territory and cross their fingers that they've found a superstar.  Yet, without analysis of factors that could impact success or inability to provide the necessary tools it shouldn't be surprising there may be a  lack of results.

So, before you kick your rep out the door and ask him/her to sink or swim, examine what you are doing to facilitate their success?  After all, time is money!

"The Apprentice" Class(less)room

Image by OPEN Sports via Flickr

Do you ever wonder why you're not politically savvy or want to learn how NOT to behave under pressure?  If so, then I recommend you watch this Seasons "The Apprentice" (switched from Sundays to Thursday nights) featuring Donald Trump.

There is tons to learn by watching how participants fail to plan, lack of goal setting, poor deligation, mediocre support of others, shortage on execution and (my favorite) sensitivity to criticism -- all attributes we need to work on personally or professionally, regardless of whether you are a recognized leader.


After watching the celebrities on the Celebrity Apprentice version, I conclude that they're somewhat more sophisticated in presenting a more positive image and try to promote themselves in a positive light ... yet eventually the gloves go on and their weaknesses are magnified (inset Dennis Rodman with Donald Trump).

With this season, they didn't wait. The cattiness of both the men's and ladies' teams came out right away. In fact, the girls didn't even wait until they'd found out whether they won before they started to turn on each other.   In fact, I can see why many of them are out of work.  Their attitudes, lack of support towards their project managers and team playing is obvious on the most outspoken participants.


I like to see whether I agree with The Donald's decision. I was getting him when he gave the first one to Peirs based on results, then he contradicted that by giving it to Joan Rivers instead of Annie Duke in the 2nd one. I agreed with Brett Michaels who was THE best winner so far because he got results, was a team player and didn't create animosity to win (unlike the previous winners).


I haven't been as enamoured of Lord Sugar's decisions that have been more based on how much support the project manager or fired person is getting from his/her team. People instinctively (especially women) recognize who is a threat. The Donald has been letting those clouded politics influence his decision. If he'd done that on the Celebrity Apprentice, Annie Duke and Piers would have been eliminated early on.


If I were a candidate on this season, it is more like watching Big Brother -- where who your alliances are more important than how you finish the task. In business, a strong leader gets buy in from everyone. Unlike real life business, on The Apprentice you are stuck with your team.  The Donald himself is able to build his own team that will compliment his strengths and minimize weaknesses (which he perhaps does not think he has any, which is a weakness in itself).   Best shown by being flanked by two of his children, Ivanka and Donald Jr.


I find Ivanka Trump to be very astute and I agree with her comments and observations. I like to think I relate to her the most. The ability to be direct and honest, yet focus on people's conduct rather than them personally is an art she sets herself apart from candidates and even her father.  On the other hand, Donald Jr. is somewhat wishy washy, or a prime example how the right support and coaching can increase one's strength or potential.


The best part of this season, of which I am envious of,  is each winning Project Manager gets to sit down with successful business leaders for an informal coaching session -- I would love to be a fly on the wall!  Somehow though, from what I've observed so far, it may be wasted because the greatest weakness by most candidates, winners or losers, is poor team play, engaging, respecting and listening to others.