Social Media

Building A Chat Transcript

It used to be so easy, I used “What The Hashtag” to plug in the hashtag, select the dates, and voila – you’ve got yourself a chat transcript! Then Twitter changed the rules and “What The Hashtag” was no more…but now there’s Storify. I learned about Storify recently when Amber Cleveland used it to create a transcript when she was the #SMChat Customer Service moderator on April 11, 2012. I tried it myself this week, and although it wasn’t quite as simple as set the dates and press a button, it was definitely easy enough for me to create.

Here’s my first Twitter chat transcript – what do you think?

http://storify.com/sharonmostyn/smchat-s-3rd-birthday-revisiting-social-media-val

There were definitely some pros and cons to

PROS:

  • Easy to use
  • Intuitive – and if you didn’t know what to do yourself, it provided some great tips

CONS:

  • Would love to select a date/time range and press “go” to get a complete transcript
  • No evident way to select multiple Tweets at once and move them to the “story”

What do you like or dislike about Storify? Do you use something else to curate chat transcripts? Please leave me a comment below to let me know! Thanks!

Leap List: 29 People to Help Your Marketing

The kids getting ready to "leap" off a terrain jump in Park City

The kids getting ready to "leap" off a terrain park jump in Park City

In 2010, I posted the Olympic Dream Team for Internet Marketing – a list of people from all aspects of the Marketing world who were providing thought leadership at that time. In honor of Leap Day (February 29th), I’m revisiting that list and giving you 29 Online Marketing thought leaders. Some of these people have remained on the list because they are consistently providing compelling and insightful information. People have dropped off the list, not through their own actions, but because my focus may have changed and others became more important to my current Marketing information needs, or it could be that we have simply lost touch. There are a few new names on the list that either I should have included back in 2010 or that we’ve only become acquainted since the original online Marketing Dream Team list was created. There is no particular order to the list, I’m excited to see posts from any of them in my Twitter stream, Facebook timeline, Google+ circle, or email inbox.

  1. Chris Penn
  2. Geno Prussakov
  3. DJ Waldow
  4. Wil Reynolds
  5. Chris Jones
  6. Dawn Westerberg
  7. Stephanie Miller
  8. Jen Goode
  9. Avinash Kaushik
  10. Andy Wetzler, Danielle Leitch and the MoreVisibility team
  11. Ann Handley
  12. Mike Volpe and the Hubspot team
  13. Shawn Collins, Missy Ward and the Affiliate Summit team
  14. Shelley Ryan
  15. Beth Harte
  16. Jeremiah Owyang
  17. Joseph Ruiz
  18. Elizabeth McCaffrey
  19. Jim Kukral
  20. Kristina Allen
  21. Cathryn Hrudicka
  22. John Foley Jr
  23. Megan Leap, Kathy Bushman, Penny Fiederlein and the MarketingProfs team
  24. Scott Brinker, Anna Talerico and the ion interactive team
  25. Scott Hardigree
  26. Amber Cleveland
  27. Lewis Poretz
  28. Alasdair Munn
  29. Michele Price

Bonus: Rachel, April, Andrea and Sara Beth – the ZipSetGo team (I added the ZipSetGo team and their #TNI Twitter chat as a bonus because their focus is travel rather than marketing, but I think it’s a great example of using social media marketing for the travel industry!)

OK, I cheated a little by combining people and companies on a few of the entries, but sometimes there were just too many smart people in one company to list them all! I consistently get valuable information and insights from these people and I respect their opinions. Even though we may not always agree, they always give me something to think about. Whose Marketing insights do you look forward to reading each day? Please add them in the list below…

2011 – Year in Review

2012 New Years Fireworks photo by Meaghan Mostyn

Happy 2012!

Here’s my recap of 2011 in numbers:

15) Flights of steps I had to walk down TWICE – during both a fire drill and an actual earthquake!

10) Number of #smchat Twitter chats I hosted this year. Please join #smchat every Wednesday at 1P ET, especially on the 3rd week of the month when I moderate the #smchat Marketing topics!

7) Nights in Turks and Caicos (my favorite vacation destination).

5.8) Magnitude of the August 2011 earthquake that shook most of the East coast including my office building (see 15 flights of stairs above).

3) Events I spoke at in 2011 – Affiliate Summit, Marketing Profs and Baltimore AMA in the AM  – and the number of Proms that the kids attended!

2) Number of “day jobs” in 2011 – more on that as the new job is ready to be “launched” in mid-2012!

1) Number of completely available (no planned events) weekends in 2011… AND the number of times I was on TV talking about social media!

Plus more emergency room / urgent care visits than I’d care to admit, so let’s just say we’re still keeping our “frequent flier” status!

Leave a comment below and let me know your “numbers” for 2011!

Social Media is a Responsibility for Educators and Everyone

Last month, I moderated a chat on social media in education so when I saw a post by a local TV station asking if there was a reason for teachers and students to connect on Facebook, I wanted to give a counterpoint to the “teachers shouldn’t use social media ever” stance that many people seem to have.

Schools that have taken the “don’t ask, don’t tell” approach to the social media curriculum are neglectfully choosing to look the other way as students communicate, collaborate, and connect in worlds devoid of adults.

~ Lisa Nielsen, The Innovative Educator

I’m not naive. I know that educators can act inappropriately, and unfortunately sometimes they do. However, I also know that there are ways for Facebook and other social media to be used effectively as a teaching tool, for communication between teachers, parents and students, and for the pure “social” aspects that Facebook and other social media platforms have to offer. According to a 2009 Community College Survey of Student Engagement (CCSSE), when polled about why they chose to stay in school, almost all students named a specific student, faculty or staff member who gave them the support and encouragement they needed to keep going. What better way to keep in touch with that teacher than via social media?

As a marketer, I have seen the value of social media by being a part of the community and conversation happening online. Not that long ago, marketers had to justify to the C-suite why companies should be active on Facebook, Twitter, LinkedIn and other social media channels. My response to that has always been that the conversation is happening, don’t you want to be a part of it? And don’t you want the social media profile found in searches to be yours rather than one that was made for you? There have been several cases where students have posted made-up social media profiles for teachers and administrators. If you’re not on social media, or actively monitoring the channel, how will you know?

Connecting with students and their families on Facebook gives teachers the perfect opportunity be a part of the conversation where there students (and parents) are, rather than attempting to force the communication into a less often visited channel like the school’s website, etc. The CCSSE study found that most students are already using social media tools such as Facebook, Twitter, texting and instant messaging outside of the classroom – and that was in 2009, so you can image the adoption rate for social media now!

Connecting with educators on social media also gives the students a chance to see how social media should be handled (assuming the teacher is socially responsible with their posts). Leading by example is a great way to get students to understand that they need to manage their digital footprint and only post in ways that they will be proud to see themselves and have others see them. It is vital that young people learn that their social media interactions WILL impact their future. College recruiters are checking Facebook pages and so are Human Resources Departments when you’re ready to get a job.

With all of the “pros” for increased social media interaction between students and teachers, I do have some caveats:

  • Students need to be 13 or older, but that’s in Facebook terms of use, so if a younger student is using that channel then it needs to be brought to the parents’ attention.
  • Teachers need to post responsibly, but then EVERYONE should post responsibly!
  • Teachers should be trained on the proper use of social media. Sort of a “train the trainer” session on why it’s important to only post things that are appropriate for public viewing, and that once something is posted online, it will never go away. This training should be updated as privacy changes are made as well as when new social media platforms are introduced (like Google+).
  • Teachers don’t need to “friend” students on their personal social media page. There are ways to set up pages for “public figures” where teachers can post what they want their students to see, and still keep their personal profile separate.

So what do you think – SHOULD teachers connect with their students via social media? What tips would you have for them? Do you have any positive examples of teacher-student or teacher-parent interaction on Facebook, Twitter, etc.? Please comment below to share your opinions and experiences.

Book Marketing Recap – Part 2 Marketing Methods

A few weeks ago, I was the moderator for a great #smchat conversation on book marketing and publishing. There were so many insights that not only was I able to compile one post-chat blog post, I created TWO! The first half of the chat was on book publishing and the post below contains some of the book marketing insights I learned from the lively #smchat discussion:

Q4 You’ve written a book-now what? Do you need special book marketing skills? What role does social media play?

@JimKukral: Book marketing starts at book conception. BEFORE it’s written.
@WhereitBlooms: But SM does help in determining your audience. Is there a need for the book? Who will have interest?
@ambercleveland: A4. Tons of book marketing resources available, do your homework. Social media plays a huge role, gives audience access to authors

Q4b: How soon should you begin promoting your book before it is finished & is it possible to promote “too early”? @akstout18 asks, “Is there a risk in letting ppl know about your book idea before it’s finished?”

@thehealthmaven: Use SoMe to find out where your target market is & what they are taking about, build & leverage tribes before book comes out
@AndreaPatten: Non-fiction gets submitted as a proposal. fiction needs 2b complete
@novelpublicity: For fiction, you definitely want a completed and polish manuscript before submitting. Nonfic has different rules
@CreativeSage: For non-fiction, submit an outline + 3 chapters and your marketing position (after your research) to agent/publisher (cont.) For novels/memoirs, the writing is more key, often need to finish book & get editor before submitting manu.
@JimKukral: Nobody is going to steal your idea. Block and tackle. Ideas are worthless, implementation is everything
@novelpublicity: New authors often worry about ideas being stolen. Once you see how hard it is to sell an idea, you’ll get over that 😛

Q5 Videos, TV spots, print and online display ads – what’s the most inventive way you’ve seen a book marketed?

@ambercleveland: A5. Use a QR code on your business card that takes them to your site where they can purchase your book
@CreativeSage: Inventive video “trailers” & author interviews; integrated approach w/ social media, PR, targeted mktg, crowdsourcing
@novelpublicity:Do you see the little button on my Twitter avatar? That’s called a PicBadge, and it’s another creative marketing tactic (cont.) PicBadges are all about solidifying your brand – keep a primary author page, integrate book in picbadge (cont.) I actually blogged about that today with a step-by-step guide on how to create a PicBadge for your book > http://t.co/DIP2u4CN
@tcgagency: Q5 Sending advanced copies to a small group of people and asking them to leave an Amazon review, good or bad.
@sharonmostyn: A5 I love book trailers! Author @ToniMcGeeCausey talks about them here http://t.co/WuNE0TIn

(cont.) Also interesting when authors interviewed-ex. @barbaravey interview of Tori Carrington http://t.co/N5cWerOl (cont.) Also love videos by fans/friends about #books, like this by @shelleyryan http://t.co/n91EgOL0 for @thecontentrules
@novelpublicity: Create a truly engaging book trailer, then purchase PPC advertising on YouTube. I’m doing that with > http://t.co/VyS53lLU
@ProminencePR: The hangout feature on google + is really great. You can invite key people that you want to network with.
@LarsDHHedbor: What’s the best way to reach out to book clubs? GoodReads presence? Amazon Author pages? Other?
GoodReads.com got a mention by several of our participants, one going so far as to say it is “is the single most important site for writers, even more so than Twitter and Facebook.”

If you are really interested in the book marketing topic, @ambercleveland recommends #BookMarketChat with @ClaudiaC Thursdays at 4PM ET. And we’ll end with this reminder from @JimKukral: Nothing can happen until you write something. Get to work.

Book Marketing Recap – Part 1 Publishing

A few weeks ago, I was the moderator for a great #smchat conversation on book marketing and publishing. There were so many insights that not only was I able to compile one post-chat blog post, I created TWO! The first half of the chat was on book publishing – different ways to have your book published: traditional or crowd-funded, indie publisher, self-publish, e-books and their formats, etc.

Here are some of the book publishing answers I learned from the #smchat participants:

Q1 What is the difference between “traditional” and “crowd-funded” book publishing? Advantages to each?

@JimKukral: Crowd-funding, or crowdsourcing is how I’m pre-funding my next new book series. Raised over $20k so far.

Q2 Everyone’s an author these days, is it getting easier to get a book deal or is self-published the way to go?

@DigitalKaitlyn: A2 I think it’s almost harder to get a book deal because there are so many writers now, self-publishing is a great way to start
@tcgagency: A2 At the same time, I read about one author who left his publishing house to pursue a bigger audience/profits with self-publishing.
@ambercleveland: A2. If you self publish, important to use multiple available platforms – Smashwords, Kobo, PubIt, Amazon, eBooks…etc
@JimKukral: Best advice. No agent or publisher needed. Write a book, get it out there. Learn how to market it. Over and over.

Sounds like the consensus to Q2 is self-publishing – so Q2b why would anyone go through a big name publisher?

@ambercleveland: A2.b. Advantages to big publisher is better access to libraries and bookstores
@adinfini: I think the big guys do have a better understanding of the marketing side of selling the books than most authors

Q2c: If self-publishing, are there any aspects that really would be better if you enlisted the services of a professional?

@ambercleveland: A2. c. Get professional assistance with editing and designing the cover (unless you have great graphic skills)
@CreativeSage: You may need to hire yr own publicist because trad. publishers won’t do enough—AND you promote yr book too

Q2d from @WhereitBlooms: If you self-publish do you hire an editor for proofing and input?

@tcgagency: Editors give you a fresh set of eyes on structure, flow, where needs beefing up, etc. That always makes for better writing.

Q3 Do formats matter? Is it better (or more-effective) to publish an e-book before you try a printed version?

@adinfini: Q3 in some ways ebook is harder to market
@CreativeSage: It would make sense to try e-book format 1st, but a good editor & book designer are most important, look professional

There were several sub-questions on the ebook publishing topic – the first from @akstout18 – Is CreateSpace the best platform for self publishing?

@sharonmostyn: Instead of CreateSpace, @JimKukral suggests BookBrewer & @ambercleveland likes LightningSource

@thehealthmaven asked, “Curious: How many books do u order/month? I love books – my ipad, book shelves are filled, but rarely walk into a book store anymore”

@lesleyridge: …my rule of thumb: reading for fun – iPad; book I will want to markup/underline for future reference, in-store buy
@sharonmostyn: ebooks are convenient but prefer “physical” book-like bookstores who can help recommend books I’ll like.

 

Want to know what else we talked about? Please visit the second part of the Book Marketing Recap – Social Media and Other Marketing Methods. One of the most provocative Tweets was from @jettzworld, “Everyone may be an author but ever few are writers. #justsaying,” to which Alex from @tcgagency replied, “I’d say it’s the other way around. We all write emails, Tweets, etc. But how many complete a creative work like authors?” So maybe there’s hope for me yet!

Marketing and Social Media – Community Building

Join #SMchat Wednesdays at 1P ET
Join #SMchat every Wednesday at 1PM ET

The Twitter chat #SMchat is a community that I have been a part of for quite some time now. Every Wednesday at 1PM ET, there is a great conversation about a social media topic. Since March 2010, on the 3rd Wednesday of each month, I have been moderating the Marketing session of the Twitter chat #SMchat. Occasionally there will be guest moderators when I’m not available, but generally a few days before the chat, I write a framing post so people joining the chat can have the questions in advance. It’s not required that you read the framing post to join the Twitter chat, but it does give you an opportunity to read the related links and to formulate thoughtful answers to the topic.

The Marketing and Social Media topic for June 2011 is Building Communities and starting this month, you can find the framing posts on the new #SMchat website at: http://socialmediachat.wordpress.com/

Please feel free to leave a comment either below or at the new #SMchat website and join the conversation every Wednesday at 1PM ET to chat about social media.

Content Marketing Strategy

Content Rules Personalized Just For Me!
Content Rules!

Content, content, content! Content is King! With the recent Google “Panda” and “Farmer” search engine optimization (SEO) updates, Google has taken a stand against websites that provide little original content. So I thought content might be a good topic for the Twitter chat #SMchat on May 18, 2011  at 1P ET.

I’ve talked to a few people about content recently and I’ve asked two special guests to join me to discuss Content Marketing on #SMchat: Ann Handley, Chief Content Officer at MarketingProfs, and Danielle Leitch, Executive Vice President of Client Strategy at MoreVisibility.

Ann spoke with me about her new book, Content Rules, written with C. C. Chapman and personalized especially for me (see photo) after I spoke at the MarketingProfs Digital Marketing Forum and what she said makes sense to me:

“My feeling is that you can’t have a Social Media Strategy without first having a Content Strategy. How can you speak before you know what to say?”

Danielle also recently discussed content strategy during the new #MVchat Twitter chat on May 12, 2011. If you haven’t joined #MVchat it’s a good place for a quick (half hour) discussion on different internet marketing topics. #MVchat is held on Thursdays from 3:30-4P ET. After the chat, I asked Danielle about content driving online revenue and she said:

“Content is essential when it comes to providing value to the user, positioning well in SERPs, creating sticky site or social account and establishing self (business) as industry leader. All of the above will contribute to revenue generation in one form or another – so YES, content directly correlates to making money online.  Measuring time versus value for that content production is critical for ROI analysis.  Don’t produce content for the sake of text – offer value in all content delivered.”

It appears that Danielle isn’t the only one who thinks good content equals more revenue. According to a MarketingSherpa case study on Content Marketing: Inbound strategy pulls in 25% more revenue, 70% more leads http://bit.ly/ldyBs2

I’m very excited that these smart ladies will be joining us and I’ve got several questions for them and for everyone who will be participating in #SMchat:

  1. Do you think sites with good SEO practices have been impacted by Google’s Farmer and Panda updates?
  2. Do you have a Social Media Strategy? A Content Strategy? If both, which came first and why?
  3. Nearly 1/4 (23%) of all social media messages contain links to content http://bit.ly/kUJBO0 – how do you make it easy to share?
  4. Have you found content=revenue like the MarketingSherpa Content Marketing case study? http://bit.ly/ldyBs2
  5. Now that we’re not just writing brochures, how can you repurpose content to minimize overload on creators? http://bit.ly/m7gtVE

Look for answers from Ann (@MarketingProfs) and Danielle (@DanielleLeitch), along with me (@SharonMostyn) and the rest of the #SMchat crew on May 18, 2011 from 1-2P ET! We look forward to seeing you there! Can’t make it or just shy? Leave your question or comment below and I’ll make sure you get an answer.

Social Media Best Practices at MarketingProfs Digital Marketing Forum

Turn Up The Heat!
Turn Up The Heat with Social Media Marketing!

Snow in Austin, TX? The theme for the MarketingProfs Digital Marketing Forum 2011 was “Turn Up The Heat” but I didn’t realize they were talking about the weather! Rather than cancel the event, the MarketingProfs team really stepped up by working with the speakers and attendees who were caught in the Groundhog Day Blizzard of 2011 by offering an online version of the conference for those who couldn’t make it in person, as well as rearranging sessions to allow for delayed keynote speakers.

I was honored to be a panelist on the Social Media Best Practices to Heat Up Your Marketing session and I was very happy that I was able to make it to the conference before the blizzard ruined my travel plans. Of the other panelists in my session only Jeff Cohen (@JeffreyLCohen) from Social Media B2B was able to make it. Unfortunately, Alan Belniak (@abelniak) was stuck in Boston and couldn’t attend our session in person, although he was with us in spirit.

Here is the description MarketingProfs used to describe our session:

Social Media Best Practices to Heat Up Your Marketing

Are you an expert marketer but new to social media marketing or need a refresher of best practices? Then don’t miss this session! We’ll talk about developing a social media strategy for your company, establishing social media guidelines, and tactics to integrate social media into your existing marketing programs to increase ROI. We’ll show you examples of companies using blogs, Twitter, Facebook, and LinkedIn successfully to meet their overall marketing and business objectives and how to measure the results.

MarketingProfs conferences are smaller than some other conferences I have spoken at, but one of the things I like best about them is that people come up with really good questions. We received several questions during our “live” session and there was even a question form the online audience! After the session, one of the fantastic MarketingProfs staffers forwarded this question from Sylvie H.:

What if you conduct some listening and learn that really people are not talking about you very much at all (and you’re a pretty big regional company). Is it still worth creating conversation in this space?

I emailed the following response:

If you aren’t participating much in social media or don’t have a solid brand presence, people may not be talking about you specifically. The question is, are they talking about what you do or topics you are interested in?

An example of this from today’s presentation is the Fiskateers from Fiskars scissors. There are few people talking about scissors online. Even fewer are discussing Fiskars brand scissors. But there is a lot of conversation going on around scrapbooking and by talking about something their customers were interested in, Fiskars developed top of mind presence when a scrapbooking fan is in need of advice on crafting and scrapbooking which lead 600% more brand mentions and ultimately more sales. If you want to read more about the Fiskateers case study, you can see it here:
http://www.whatsnextblog.com/2008/10/fiskateers_how_a_social_community_became_a_veritable_sales_force/

Basically, find the conversation and listen to what people are saying and then join in!

If you’re interested, you can find the slides to our presentation on SlideShare or contact MarketingProfs for a replay of all 26 hours of sessions so you can ask your own questions. You can also read what others had to say about our session here:

Spredfast BlogGetting Back to the Basics – Social Media Marketing Best Practices

The Cross-Channel ConversationSocial Media Back to Basics Everyone Forgets

Search Marketing SageSocial Media Best Practices To Heat Up Your Marketing

Plus, if you leave a comment below with the slide number for the “what NOT to do” example in our slide deck, you could win a tchotchke from the conference! I’ll pick one random comment on this post with the correct slide number and send them their choice of either the Einstein or Shark squeeze toy that I picked up at the Digital Marketing Forum vendor tables!