1. The Marketing / Communications Department think that they need to do something about it.
2. During the next product launch they do everything the same.
3. At final stages they start wondering “how can they incorporate social media” to get more exposure.
4. Many of them waste even more time trying to get this “social media thing” approved by Legal or other departments before it can go live.

Does it sound familiar?

Some of you might know by now that this approach will simply not work at all, especially when social media is seen as a pure “advertising platform”.

I was reading yesterday an interview by Jesse Stanchak on social media strategy with Scott Monty (Head of Social Media, Ford Motors). He said:

“We start thinking about product launches and shows like this, that it’s baked in from the beginning. It’s not an afterthought, where you get the rubber stamp, “what are we doing for social media?” kind of thing”

This is one HUGE reason why companies like Ford are very successful spreading the word cleverly in social networks. Without this approach, it doesn’t matter if you have a big budget, your company would be wasting most of it (if not all).

If your business is getting ready to implement social media, make sure of the following:

Be open and patient

Don’t think about the Marketing or Communications Department only. There are more people within the company that will be more than happy to participate and share their creativity and social media ideas.
Also, don’t get discouraged if not everybody cooperates with the idea. One of the biggest obstacles for companies approaching social media are lack of knowledge and company culture.

Act creatively

Besides all the obvious points like having a goal, defined metrics, expectations… have a proper creative round with the team you put together for this project (maybe product launch). You will notice that this step will make a significant difference. Not all the ideas will make but you will nurture a good pipeline.
If anybody says: “I don’t have any good ideas”, answer, “tell me all the bad ones you have then”, as Seth Godin would say.

Think social

What is that same answer you deliver to clients everyday? What is your customers/prospects’ best topic/product? The answers to these questions would represent clearly “something of interest” and could be converted into “hot content“. In other words, if you are delivering that same daily answer to one person at a time by email, only one person at a time can benefit. Versus, you do a quick, creative (could be a screencast) blog post, or video of yourself/team explaining the solution and thousands of people will benefit and what’s best: more people will know that you exist
The majority of companies work very hard everyday to keep private what should be public.

Get found!

Once you incorporate the idea of social media from the very beginning, your team or Department will realise that is a lot simpler to think in terms “making quality pieces of content” (breadcrumbs) to be shared regularly (blog post, video, presentation, pictures, etc). Focus con leaving as many of these. Ensure to be there to talk with the people that will start feeling identified with your brand and content.

What’s your experience? What would you add?

The following are two recent examples that immediately sparked in my head a cool bunch of social media ideas for business:

Formal Menswear

Two weeks ago, I was looking for a nice suit for my wedding. Since I did not have a strong refference about where to go, I googled a few good spots to visit. First thing I realised is  how bad all the websites in this trade where. It took me a bit but finally got a nice deal. Over there, the manager told me that they had a lot of their suits & tuxes over at a trade event that day…

Here’re three ideas on how to make your formal menswear business different (and better):

1. The LIVE experience:  That day, the shop and the stand over at the trade show where very busy. Get two webcams and broadcast LIVE what’s going on in both places! Anyone coming in the shop will know that your company is “busy” doing business at an important event (They may even go there to see more!). Over at the trade show, then can see that your shop is “real”.
2. Build an offline database: Provide the option for people walking in the shop to leave their details (email, Twitter, Facebook) to stay in touch, share great offers and build your online community almost effortless! With this strategy, you’ll realise that a big percentage of your online community are people that have visited your shop already! That is priceless.
3. How do I look? After trying different suits, do we remember how all of them looked?  The simplest way to go about that is to take a few pictures (anyone has a digital camera these days!) and share them later with the prospect/customer. Even further: with the customer’s authorisation, you could share those pics (LIVE would be more interesting) and ask your community which one looked better. This task, could be easily done immediately with a multimedia mobile, uploading content instantly. Many companies struggle to come up with good content. This would take a bit of time (or almost no time from a mobile) and you would be pumping fresh, engaging content everyday to Twitter and your Facebook page!
   You can also go the pro-way with Nedap machines in your store to share how you look

The barber shop

I recently got a voucher for an old style, hot towel shave. Besides mentioning the obvious: it was fantastic!! I walked out of the shop thinking… “there’re so many simple things that could be done”.

Here’re four ideas on how to make your barber shop different (and better):

1. Build an offline database: Same as the previous example, collect email, Twitter and/or Facebook contacat details. Again, this is one of the easiest ways to strongly develop your community.
2. How do I look? Why not taking  “before” and “after” photos? and sending then by email/twitter/Facebook  with a nice template to your customers? I guarantee you, you’ll get a smile/laugh out of them and very likely, they’ll share it with their friends, colleagues and family. More people than now, will know your barber shop Also, if you take these pics with a multimedia mobile, the effort is almost “zero” and with your customer’s permission, you can share those before/after pics on social networks. I bet you’ll spark some conversations…
3. Making the slow day, a BIG day: In every shop, there’s a slow day during the week. Here’s the idea: Choose a good topic. A very simple, attractive and interesting one… those that you have with customers while you cut their hair!! Then, invite someone that could really add value to that topic and then, record a 30 minute chat with your customer (with permission of course) while cutting the hair. If you want to video-record it, even better!!! (people can get a taste also of what your shop looks like) You will be creating a series of weekly podcasts “…at the barber”.  Not only this approach will make your business unique, it also holds a cool story that could be interesting for great PR!
4. Share the experience: If your barber shop is already different by offering hot towel shaves for instance, how can you share this story so more people come by or folks like me, feel curious and go for a treat?
   Use the email database and your community on Twitter and Facebook to share pics of your shop in action! Again, with customers’ permission, get those before/after pics up there, share the series of weekly podcast and invite your customers to bring a photo or video camera,  in case they want to keep a record of the luxurious treat You will come accross these people…. Have a look

In the following weeks we’ll create a Wiki with social media marketing ideas by business category in which all you can share yours!! Stand by.

In the meantime, what do you think about the above ideas? What would you include?

Best,

Fred

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