Dance With Strangers

From time to time I’m asked about social media guidelines for a company. Typically the person is putting something together and an executive has quite smartly stated that the employees need some guidelines. Now the original statement they made may have even said the dreaded “r” word, but either way the goal here is pretty straight forward. Or at least it should be. Your ultimate goal in creating social media guidelines is:

To produce a thorough but easily readable document that provides all employees a practical guide on how to interact within the context of social networks realizing that they are employed by said company.

Let’s break those down a bit further.

Thorough

• The social media guidelines should include as much of what people SHOULD be talking about as what they SHOULD NOT be talking about.
• The guidelines should take into account all facets of social media ranging from blogging and Twitter to posting online photos, audio clips and geo-location services.
• The guidelines should have some language approved by your legal department, but it should also be vetted through HR, sales, marketing, PR, exec leadership and others. This is a document for the entire company.

Easily Readable

• This may read as “short” to you, but that is not necessarily the case. It could also mean it is designed well or broken into well thought out chunks.
• Social media guidelines should be easily accessible to all employees.
• You do not have to publish your social media guidelines for the whole world to see. It is not frowned upon, but don’t think you have to reveal everything to everyone.
• Think about providing your guidelines in other formats such as video, audio or cheat-sheets to tack to cubicle walls.

Practical Guide

How to Interact

• Be respectful
• Be honest
• Be helpful

Social media guidelines are not rocket science, but they should provide people with a clear guide on how to participate in social media.

Thanks to Jim Storer for the inspiration needed for this post.

How do you finish the sentence above? A few of mine are below, but tell me your answer in the comments.

The end of a hard week brings…

…a cold beer.
…a warm hug from my sons.
…the satisfaction of a hard week of challenging work.
…the NFL Pro Bowl.

Hands down:

Flying from Austin to St. Louis tonite NFL gear was all over the place, and not simply the gear of the final four teams. During the night people proudly wore Denver Bronco caps, Patriots t-shirts (this was me), Packers visor, even a Lions sweatshirt (ok, that’s a lie). The whole flight most of the people chatted about the days games, the upcoming Super Bowl, the eventual retirement of Brett Favre in 2017, what a year without the salary cap will mean next year and why overtime rules in the league are an insult to competitive sports.

My day was full of the NFL and I didn’t even get to watch the games, since, as I think I mentioned, I was traveling.

Powerful brands find a way to be relevant all year long and the NFL is the one American sports league I know that accomplishes this feat.

If you didn’t know English would this picture help you? Make your graphics work for your message.

It’s event season for most B2B companies, particularly in the technology world. In the next six weeks I’ll be going to a bunch of shows for BreakingPoint, mainly to demo our cyber simulation capabilities to folks. As you prep for your upcoming schedule of events how are you telling your community that you will be out and about? Couple of suggestions:

• Blog about the events you are attending, why and what you will be doing at the event.
• Set up Twitter searches for the show names or hashtags, connect with people talking about the event.
• Post events to LinkedIn (groups and their actual event feature).
• Send out an email to segments who may be attending certain shows with an offer (we have a super cool t-shirt).

If you don’t tell people you are going to be someplace, don’t be surprised if they fail to show up.

The other day I got an email from Pam O’Neal (my Vice President of Marketing, for those of you new to our adventures here) telling me to check out an article in Washington Technology on using social media to connect to the top contractors, agencies and influential companies in the government space. Not only was Pam pointing out the article as a resource for us at BreakingPoint, but also how the author used LinkedIn at the end of his article.

Mark Amtower, the author, is a B2G marketing consultant and his resolution for 2010 was to be connected to at least one person, preferably three, at each of the top companies listed by Washington Technology by the end of March. Aggressive, most certainly. But Mark is a smart man obviously because he understands how to harness the interconnectedness of social media. Just head to the end of the article and presto, a hyperlink to Mark’s LinkedIn profile.

Nothing amazing at this point though, right? The magic actually didn’t happen until I connected with Mark on LinkedIn, that is when the addition of resourceful content, as usual, made it’s mark.

Within minutes of connecting with Mark there was a personalized response to me in my inbox. How do I know it was personal and not a really great form response? Pam had connected with Mark about an hour before and the emails were completely different. Nice touch. But here comes the move that I found to be brilliant; two invites to join groups that Mark had set up on LinkedIn, both extremely focused and full of resources.

Mark had gone from a random contact to a source of information in minutes and someone I was really looking forward to talking with and probably talking with about his services. Ultimately that was his goal through his resolution and he is making it happen by using some of the social media principles we have discussed here on the blog. But let’s rehash:

1. Be Accessible–Include links to where people can find you.
2. Integrate Social Media–Make sure you are integrating social into your byline articles, events, emails, etc.
3. Be Personable–There is a strong connection built quickly with personal communication.
4. Provide Resources, Not Promotions–Mark didn’t push me to a website that touted his skills, he introduced me to groups that can help me with my job.

Content is king and social media is the way to spread the word. Let’s all use Mark’s example as a social media best practice, whether for B2C, B2B or B2G.

Oh, and you can connect with me on LinkedIn too.

Last night it finally happened, the Dell Inspirion that I had been using for the past six years (not to mention three house moves) gave up the fight. First off, this was a solid computer. Used for nearly every facet of my life during the past six years including:

• Partitioned web server when I started my own consulting business in 2004.
• File server for 100+ GB of pictures, music and video, including a huge growth in files with the births of two sons (‘06 and ‘08).
• Accounting system for the entire family.
• Gaming system before I bought a Wii. My wife and I spent many an hour playing Civilization I, II and III on this piece of hardware.
• Home office computer part deux when my wife started to work from home after our move to Austin.
• Learning platform as I played around with education myself on the innards of computers, programming, HTML/CSS and networking.

Alas, all good things come to an end. The research towards a new computer begins today, but I’m looking for suggestions from all of you, who know me fairly well at this point. Tell me what computer would work best for my family, here are some critical points:

1. I use a MacBook Pro for work and love it.
2. My wife has a separate Dell for work now and she loves it.
3. We need a central computer in the house to serve as a primary system to hold all of pictures, videos and music for networking throughout the house.
4. The computer does not necessarily need any “Office” applications.
5. I need the computer to be partially partitioned as a web server to host my blogs, including this one and several family blogs.
6. I would like to start doing the family video editing on the home computer, whereas today I use FinalCut on my 15″ MacBook Pro.

What say you loyal reader?

Hat tip to Pam O’Neal who found what seems to be a new advertising opportunity for Google search? Notice how when you start to put search terms in you get the regular drop down of results, but the first one is in instant link. Is this paid?

What is the one habit you can’t kick? You have one; at LEAST one. Want to know one of mine? I have to drink two cups of coffee in the morning and then one diet Coke with lunch and then one more coffee at 4pm. There you go, I’ve included a habit with my obsessive compulsive disorder. Habits come in a variety of flavors, ranging from innocent to life-threatening.

Habits are often placed in a negative light, and in most cases rightfully so. Yet as a B2B marketer one of your goals is to create habit-forming campaigns in order to lead generation and cultivation. Why do you use drip email? Why do you execute webcasts on a monthly basis? Why are advertising buys predicated on daily, weekly or monthly runs? The list goes on and on, but ultimately you should be planning out your activities so that you can take advantage of the natural habit behaviors of humans, which I assume your customers are ultimately, until the robots take over.

The first time I came across this concept was after reading Habit: The 95% of Behavior Marketers Ignore, a terrific look at how marketers ignore this natural human instinct. Using habit-based marketing techniques is more than simply throwing out materials on a regular basis. Let’s look at five keys to creating habits through your marketing in order to generate more and more qualified leads.

1. Be Regular–put out content on a regular basis.
2. Be Different–use different platforms to put out the content, not everyone likes eMail and not everyone knows what RSS can do.
3. Be Consistent–your company voice should have a consistency throughout the different content and throughout the year.
4. Be Creative–encourage resourceful design to make emails easier to read, use audio/video to make more personable, etc.
5. Be Useful–don’t put our content for the sake of the first four points above. Before you send anything out ask, “Will this help my customers?”.

It’s time to introduce habitually good marketing to your audience.

Posted via web from Dance With Strangers and You’ll Step on some Toes