Posts Tagged social media

Book Review: The Art of Social Media

Posted by on Tuesday, 18 November, 2014

The-Art-of-Social-MediaPeople ask why I read social media books when it’s my life. It’s because 1. there’s always something to learn, and 2. when there’s so much going on, reminding me of some tactic or site is always appreciated. The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick is both of these.

This is Guy’s 12th book, and first collaboration with Peg. And I like the collaboration. Wait a sec, I’ve been writing so many positive reviews that it’s even sounding fake to me. I am actually more selective with which books I accept and have to admit I pounced on this via NetGalley before the Penguin rep offered it to me. I can see others will criticize The Art of Social Media and, to be honest, I can’t wait. This is not a book for beginners, and the authors don’t pull any punches. Guy’s snarky arrogance that we saw in The Macintosh Way is definitely back. People will take offense, but they probably buy Twitter followers anyway. Or maybe I’m just bias because I agree with all Guy and Peg’s tips in those sections.

What Do Guy and Peg Cover in The Art of Social Media?

They cover a lot of tips of optimizing your social media life. I say life because there are tips for your profiles, but also how you use them. There’s the recommendation to use an incognito window to test how followers will see your posts. also the reminder to remain positive and to only go three rounds in a dispute. I ended up making a to-do list for myself. They also look at optimizing your blog, so half of my list is for Tap Dancing Spiders. I have pages of notes, but if I include them all I’ll be sued for plagiarism. You’ll have to buy the book for more. It’s out of December 4.

Despite the arrogance, Guy and Peg fully acknowledge their resources, and most were people. Hat tips are throughout the book, but what do you expect from the man who built community for Apple? Even more contributor names are in the acknowledgments.

Who is The Art of Social Media For?

Not beginners, that’s for sure. While they do give some basics, it’s more optimizing than creating. They assume that you’re already active on social media.

Check it out December 4, and Guy, have another look at Hootsuite. Hootlet and Suggestions can decrease how many apps you use.

Book Review: The Little Book of Big PR

Posted by on Sunday, 9 November, 2014

The-Little-Book-of-big-PRYou’ve gone freelance or launched a business, now what? The Little Book of Big PR by Jennefer Witter is what.

This little, 130 page, book is filled with practical public relations tips that you can implement today and get results. Literally, there are 121 numbered tips and few bonus ones thrown in too.

What Will The Little Book of Big PR Teach Me?

You’ll learn what personal branding is, and why it’s important. Jennefer breaks it into chunks of media relations, social media, networking, speaking engagements, and cause-related marketing. Each chapter ends with a related case study pulled from the Borland (Jennefer’s company) archive. I’m not sure how I feel about this. While it’s good to see the practical advice being implemented, external case studies could be more relatable.

It’s some of the bonus tips that give context to the 121 official tips that make this book extra useful. I love the personal branding audit in the first chapter. The book is also very practical: social media results don’t happen overnight. The final chapter discusses working with a PR agency, and I especially love the ego deflating. No matter how good your agency is, chances are you’re not Oprah story-worthy.

Who is The Little Book of Big PR For?

The intended audience for this book is entrepreneurs, freelancers and sole proprietors. The wording used definitely points this way, but I would expand the audience. This is the best book on personal branding I have read. OK, they’re generally in the self-help genre and we know my thoughts on that genre, but it would be remiss to ignore this book. Personal branding is important  for everyone’s career. It doesn’t matter how talented or accomplished you are if no one knows your name. Stepping off the soap box now.

I recommend The Little Book of Big PR to all wanting a promotion, new job or career-change, as well as the intended audience. Oh, and if you’re creative you’ll get PR tips for your brand too.

Addendum: I just saw that The Little Book of Big PR is one of the Amazon Editors’ Favorite Books of the Year. They have good taste.

The Hootsuite Mobile App: What can it do?

Posted by on Sunday, 2 November, 2014

UBS Appy Hour with Bianca J SmithBeing asked to speak at events is definitely an amazing Hootsuite Ambassador perk. On Thursday I was invited to the University Bookstore for their Appy Hour event. Topic? Tips and Tricks for Using the Hootsuite Mobile App.

Today’s blog post is from my notes. I know most people share their slides, however my slides are designed to enhance the message, not add so much they confuse. It’s great for the audience, not great for sharing outside.

Who is Hootsuite?

For the few who don’t know who Hootsuite is, it’s the company behind the market leading social media management platform. Launched in 2008, more than 10 million users now have accounts, including 744 of the Fortune 1000 companies. The platform is available in 16 languages and is found in more than 175 countries.
The main benefits of using using Hootsuite are:

  •      Manage multiple accounts and platforms
  •      Track post performance – best use of your time
  •      Alerts – social listening
  •      Plug in apps
  •      Hootsuite University – accreditation and training

Pro versus Free

There are three different levels of Hootsuite accounts: free, Pro and Enterprise. While brilliant, the Enterprise account has more features and requires a higher budget than most need/have. We’ll focus on the free and pro accounts.

For most, the free version is enough. It includes three profiles, so perfect for your personal accounts.

Plans & Pricing

Free

Pro

Social Profiles? Up to 3 50 included, up to 100
Enhanced Analytics Reports? Basic 1 included, up to 10
Message Scheduling? Basic Advanced
Team Members? None 1 included, up to 9
App Integrations? Basic Basic
RSS? Up to 2 Unlimited
Hootsuite University? Optional Optional
uberVU? Optional
Security? Included
Vanity/Custom URLs? Optional
Message Archiving? 100 included, up to 100,000

Hootsuite Mobile App

Now we’re on to the real stuff.

When you can do so much via the desktop version, why use the Hootsuite Mobile app? It helps you stay in touch while on the go. We know things happen all the time and we need to react. Using mobile also means you have the convenience of filling time waiting for the bus, and, because we all do it, check Twitter and Facebook before getting out of bed.

Apps are available in the iTunes and Google Play stores.

What can you do and how?

Four social media platforms can be directly managed via the Hootsuite Mobile App: Facebook – profiles and pages, Twitter, LinkedIn – profiles, and Foursquare. The rest, including those from the Hootsuite App Directory, are only accessible via the desktop version.

The Hootsuite Mobile app will show you all your feeds. Any custom feeds that you make on the desktop version will transfer in. If you don’t see them, log out and back into the app to refresh it.

Multiple Feeds - Hootsuite Mobile App
 Respond and reply to mentions and posts immediately.
Share Posts - Hootsuite Mobile App
Share great posts. See a tweet that your followers will appreciate? Add a comment (or not), and choose if you want to send it now, schedule it for a later time, or select autoschedule and Hootsuite will schedule it to an optimal time for your account.
Edit and schedule - Hootsuite Mobile App
 Show click stats for ow.ly shortened links shared on Twitter.
Click Stats  - Hootsuite Mobile App

View, create and edit Twitter lists.
Twitter Lists - Hootsuite Mobile App

Create search streams – very useful when you get to a conference and need to follow the hashtag.
Twitter Lists - Hootsuite Mobile App

Awesome Stuff Only on the Hootsuite Mobile App

Two are two extra features only on mobile that I love. The first one I knew about, but the second is one I discovered while writing the presentation. Now I just need a chance to play.

Bookmarklet and Share from iPhone. Bookmarklet is the mobile version of Hootlet, the content sharing plug-in for desktop browsers. It can be added as a plug-in on your mobile device, but is now integrated into iOS 8’s Share from iPhone feature.

Share by iPhone - Hootsuite Mobile App

Have you ever seen a tweet in another language that you’re curious to read? Just select More and Translate to English from the options. Or Translate To and select from a myriad of languages, including Malay and Yiddish.

Translate - Hootsuite Mobile App

What’s a Hootsuite Ambassador

This was part of my intro during the presentation, but for a blog I feel it works better at the end. To clarify my role, Hootsuite Ambassadors are volunteers, supported by Hootsuite, who help spread the owl love. There are currently more than 700 globally. We’re in the forums answering questions, organizing events,  and active online. While many Hootsuite Ambassadors are marketers, we have a mix of people and experiences. Want to join the team? Here’s the application form.

Share, Learn and Meet on facebook with TapDancingSpiders

Posted by on Tuesday, 7 October, 2014

Learning-on-facebookDid you see it? In the top right menu? that new little facebook button. TapDancingSpiders is now on facebook. Woohoo!

The facebook page has been a long time coming because I wanted to have a strong strategy behind it. There are so many marketing agencies and consultants just pushing self-promotion or sharing random content, and I didn’t want to add to the clutter. Plus, it would be hypocritical to go against my own advice, not to mention I’m too lazy to manage a profile for the sake of having an extra one.

So what is the strategy behind me being on facebook?

I want to make this all about you. I want to facilitate a place where we can learn and share ideas together. Digital marketing isn’t an exact science and we all have different backgrounds, experiences and education. I’m hoping that by sharing case studies and dilemmas to discuss we can bring together all the ideas and learn from each other.

What do you think? Are you in?

Pop on over to facebook, like the page and join the conversation. We’re currently looking at strategies to deal with unhappy customers who turn internet troll.

Let me know what you think, either in the comments or via email.

I hope you enjoy it.

Marketing Campaign Round-Up

Posted by on Sunday, 5 October, 2014

When was the last time you saw a brilliant marketing campaign? How about a not-so-brilliant one? I’ve seen a few around Seattle that fit each category.

First Aid Shot Therapy

No one likes a migraine, or even a hangover. First Aid Shot Therapy have a new treatment and a very innovative way to get the word out – while concurrently creating brand evangelists. If you live in Seattle or Boston and tweet about your migraine, hangover or just a headache you’re likely to get a response offering a sample pack of their new medication delivered to you, that day, for free.

The package is rather impressive too. It has samples of their headache remedy, and their stomach relief treatment. You can see the gorgeous box, filled with the medical background on their new treatments. Apologies for the missing one. I had a migraine.

First Aid Marketing Campaigns

I love their use of real-time marketing and it’s really not that hard to do. Many social media management platforms allow you to set up keyword searches within a specific geographic area. That’ll pull in your data set, then you have their profiles (and maybe Klout score) to qualify who should be approached. First Aid Shot Therapy asked for addresses via direct message, offering privacy but also increasing follower counts. Both parties need to be following each other to direct message on Twitter. The end result was influencers saying this new product is great. Much more valuable than a newspaper ad.

 ReadyPulse

Seattle has always been a little different for marketing campaigns. I don’t think I’ve ever seen agencies advertising jobs on billboards or buses in any other city. Therefore ReadyPulse’s low cost and low-key outdoor marketing campaign shouldn’t have been a surprise. ReadyPulse has a marketing suite (their jargon) that helps you recruit and manage ambassadors and sponsored athletes online. A valuable and important tool, that’s not being offered by many.

I’m assuming it’s part of the Silicon Valley company’s push into Seattle (my jargon), and very creative. They’re taped flyers to power poles in downtown Seattle streets. I’m not sure how far they’ve spread, but I’ve mainly seen them between a major transit spot and South Lake Union, i.e. Amazon and a sea of start-ups. The flyers are too swish to be mistaken for the usual house to rent ads.

ReadyPulsePulseReady

Forever 21

Here’s my not-so-brilliant marketing campaign. Apologies for the not-so-brilliant photo. The window was clean and iPhones have great cameras. In hindsight, I’m not sure if this is a bad campaign or just a representation of current society. And not in a positive way. Forever 21, the teen to young adult clothing company has a new Barbie range. My first disgust was that they chose to have a Barbie range when Barbies are being ridiculed as poor role models for young girls. Then I thought of some young 20-something women I know. There is a trend of regressing back to childhood, so maybe this was a genius move and I’m just too old.

Barbie Marketing Campaigns

 

What brag-worthy campaigns have you seen recently? Please share in the comments.