Rules of Engagement
June 14, 2010
Tricycle’s Social Media Rules of Engagement
Social Media is not a fad. It is not just for “kids”. It is an accepted, proven tool in an increasing number of organizations. However, there remains a lot confusion on the rules; of how to properly use social media in a business environment. We believe the following are the 5 foundational rules of engagement for any organization that wishes to utilize social media.
1. Social first; media second. Simply put, social media is not an advertising platform. As such, you don’t broadcast your message through social channels. Instead, you focus first on being “social” – by connecting with people and having conversations.
2. Person first; corporation second. Social media is a person-to-person medium, not corporate-to-person. As such, each employee within an organization is connecting with the audience as themselves, not as an official representative of the company. In short, social media doesn’t have “spokespeople”.
3. Keep it real. Social Media is not a place to create an image of something you are not. It is a place for organizations and their people to be what they really are. Occasionally this means dealing with negative situations. The best thing to do is to be authentic and transparent.
4. When to sell. Social Media can be a business development tool. It is just a matter of the right timing. Remember this formula: conversations create relationships which create transactions. Go out and talk to people, get to know them – then politely let them know what you are selling.
5. Attention to detail. Just like other mediums, first impressions matter; so it is important to pay attention to details. A few examples: having a decent head-shot, having a well-crafted bio (including what you do for your company), making sure that all areas of your profile are as complete as possible.
You will notice that many of these rules are just age-old common sense. This is because Social Media is ultimately about people. So be civil, look people in the eye, and sit up straight!
Bringing Costs Down
May 13, 2010
Connect with him on Facebook: facebook.com/thomasjgolden
Read his drum blog: cleanbeats.posterous.com
2010: 5 Branding Must Do’s
May 6, 2010
We can all sense that 2010 has been a different kind of year. The way politics are moving, the way the economy is slowly building and the way media is moving are all only some components of what will make 2010 different. It is likely the beginning of a new era of how business will be done around the globe. All of this sounds rather complicated - and it probably is. However, what most businesses need are some simple things to do; some specific, tangible steps that will help you have a successful year.
Here are 5 Branding Must-Do’s you can implement into your business. They are simple, virtually free, and scalable to any kind of organization:
ONE: Go Back to Your Roots.
Why did you originally start or buy a business? By returning to that original inspiration, you will re-discover the elements that inspired you to take the leap. In today’s 360 degree, open culture, this is also the same inspiration that your employees and customers should have. By going back to your roots, you are ensuring your employees and customers that you are in business for something bigger than just the revenue model; that there is a reason and purpose for your existence as an organization. Inspiration is so much more powerful than coercion. And much less expensive.
TWO: Strip out the BS.
You need to present your brand as an idea; something inspires the audience to believe what you believe.If you are not quite sure how to do that, just talk in simple terms with your audience. Answer these two questions: 1) “What am I selling?” and 2) “Why should you buy from me?” People don’t won’t to be sold to, but they do want to know what you are selling. Just put it in common, every-day terms that create strong tangibility and visual images - and keep it free of marketing clichés such as “service”, “value”, etc. All of these rules apply to your employees, community, and other people that are connected with your brand.
THREE: Deputize Everyone.
Every person you come in contact with is not just a potential customer; they are also influencers. Instead of trying to sell them, inspire them with your ideas and differentiation. They may buy something from you - but even better is having them tell everyone in their sphere about you. If you are a B2B organization, this also means that everyone is a sales person; both inside and outside of your organization. Have a plan in place to pay finders fees to anyone that brings you new business.
FOUR: Be Social.
Organizations that try to use the traditional corporate-to-masses approach to marketing are going to struggle. Instead, focus on methods that allow your people to talk to The People. This often means just talking to people; asking them for feedback and insights on your business. Of course, this also where social media comes in. It is the most efficient way to have one 1:1 conversations with people. Like the other Must-Do’s, this also applies to your employees, vendors, and other non-customers. A word of warning: don’t use social media unless your culture can handle the transparency and dialogue.
FIVE: Own the Experience.
Brands will live or die based on the customer experience. The customer experience doesn’t have to be amazing (unless you promised that); it just has to be consistent. This starts by being easy to use, respectful, friendly, and just plain nice. Another simple step for elevating your brand and increasing word-of-mouth is to treat every person as an individual. Or even better, as a peer - someone you can relate to. As consumers, we are used to being treated as just-another-customer. When we are treated with respect and connected with as people, it stands out.
It is not intended that you pick just a few of these suggestions. This is a system and we recommend that they all be implemented. You will find that they will compliment each other and create a net effect far greater than just implementing bits and pieces. As we said, none of these are all that difficult to implement, but it may require a change of thinking. If you are an owner or CEO, then it starts with you.
Gen Y for Dummies
April 12, 2010
After reading a GallUp Management Journal article titled “Don’t Go It Alone,” on building effective partnerships, I felt compelled to provide thoughts on the subject as it relates to Generation Y. Generation Y is the generation that was born between 1982 and 1995. The people of Generation Y have now entered the work force where they are fighting for part-time jobs as well as early professional positions. Rather than fear the younger generation, it is time for managers and firms to realize Generation Y is different and begin to embrace the new opportunities.
Working in groups, growing up in groups, being taught in groups are three key attributes of Generation Y. As a part of Generation Y, I understand the concepts of partnerships and group work environments. Generation Y is about the group. We feel compelled to work in groups because we have been raised in groups. From daycare to school projects, we do not like to work alone. Generation Y will attempt to destroy the cubicle jungle. We listen, interact and learn from others. We seek this type of learning environment. Hopefully, you realize that work is a learning environment.
Along with the group, we are far less compartmentalized. We believe that everyone should be open, honest and transparent. We crave authenticity. We do not attempt to separate our work from our personal life. We are hyper-connected through technology. It is crucial to embrace this generation in conversation. Let us know that you are listening and you desire change. Also, let us know what you need from us and we will find a way. We are very resourceful, innovative and creative. We can help provide inexpensive solutions to your business’s problems. Do not fear us; embrace us.
To learn more about Generation Y, just ask a twenty-something.
Image Source: http://shegeeks.net/generation-y-for-dummies-we-trail-early-adopters/
Thomas Golden is a recent marketing graduate from Boise State University. For eight months, he has been a part of the Tricycle team and focuses on marketing processes and implementation.
Boise’s Mad Men
March 16, 2010
Justin Foster was recently featured in Boise Urban Liaison in the article “Boise’s ‘MadMen’ 2010″. Urban Liaison spoke with four marketing professionals about how technology and social networking are changing the game. Read Justin’s thoughts as well as the full article here.
5 Steps for Creating Customer Evangelists
February 20, 2008
I was recently asked to submit an article to a local trade organization. Here is a link to the article.
Forbes Article
January 28, 2008
This is a must read from Forbes on the roles and responsibilities of a CMO. In fact, it would be the great starter content for a CMO job description. Go to the article here.
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