Posts tagged with ‘emerging media’
Small is Beautiful
Small numbers are important. Online Marketing…Emerging Media…Social Network Marketing…has for too long been focused on the “top of the funnel”, or the big numbers.
I don’t care about the big numbers…and if you have a business … and if you have decided that emerging media is important…and if you are looking for a metric to measure… and if you need more people to to know who you are…neither should you.
You should care about the small numbers.
This is not mass media…this is small media.
For my Topeka Subways client…I need to try to get a regular customer to come back in to a place they already know and love two more times per month. And while we WANT every customer to do this…to show growth I need a relatively small number of people to do so. This is why it is significant that in the last 30 days they have added more than 20 Foursquare friends (Topeka Foursquare)…this is why it is huge that they have 180 Facebook fans (Topeka Subways) that are beginning to interact more…this is why it is noteworthy that they have 151 Twitter followers (@Topekasubway)… and important that we have around 650 people on our email list who receive an email every couple of months.
These are not big numbers…once upon a time I would have never shared these! The key is…these are the right people. These are people who want to hear from us…who eat the food…who are already customers AND who happen to also use one or two of the online tools that we do.
Developing the power of small numbers is community management…it is one on one interaction…it is knowing who you need to talk to and how many people you need to buy from you.
Is there a small number that is beautiful for you?
Current Project: Topeka Subways
Buying a sandwich from Subway isn’t really something you make big plans to do. I’m hungry, I want to eat healthy, I see a Subway…I go get a sandwich.
I like the way you can see the ingredients, the way the people there…The Sandwich Artists…care about what they make for me.
Brain Bucket is currently working with the great folks at Topeka Subways, Emporia Subways, and Junction City Subways.
The Big Idea:
The Subway customer is very tech savvy. They are particular about what they want. And, there are “regulars.” I suggested that these franchises need a way to engage with their 
customers without doing empty, repetitive and ineffective “campaigns.”
The Approach:
A) Engage people on a very local level by studying community relationships the franchisee already has, and use a few social media tools to broaden the reach / visibility. Thus, Topeka Subways will be a sponsor at Heartland Park this summer in a number of ways…more on that later!
B) Time the launch of online properties with efforts already happening during the Subway National advertising windows. For example: timing the launch of the launch of a new local website with the national advertising push for breakfast offerings.
C) My customer also wanted to create an email list, in order to time email marketing with the advertising windows. Thus, we created a give us your email for a cookie push in his Topeka locations. This has resulted in collecting approximately 500 emails in less than two weeks.
Online Properties:
Brain Bucket Toolbox Blog
Posterous is a very cool blogging tool that I like to use. The Brain Bucket Toolbox is where I take a look at what should be in your toolbox if you are a business and you are trying to tackle marketing online.
Social Media Marketing: 5 Steps to Tell if Your “Expert” is a Phony | Business @ Level 6
I love this list! Thank you to Business@level6…#4 is really important! But so is #5…I can’t guarantee what will happen, because your emerging media plan is only going to bring people to your door…what you do with them once they raise their hand and say they are interested in your service is what YOUR company is all about!
See How Far Your Twitter Efforts Reach
Here’s a cool little tool I have been using recently.
Type in your account name, a url, a keyword or phrase, and it will show you how far the last 50 tweets with your search term in it have “travelled”
Who cares? What does this tell you? Why would you do that?
You should care, because Twitter isn’t about the number of people you follow…or the number who follow you. Twitter is about the effectiveness of your network. You may think you are generating traffic, clicks and even page rank through your Twitter efforts, but the reality may be very different.
It is easy for you to hire someone to goose your follower/following numbers. It is altogether more challenging to build an online reputation and ‘reach’ that looks like this:
Type in your twitter handle and see how you compare to Jeremiah! Realize that he has worked for years to gain this. It takes time, authentic interaction, sharing valuable and useful information to do this.
When you have the Tweet Reach report up, be sure to click on the “how to read this report” link in the upper left hand corner…good stuff.
Got any questions or comments? Please share!
gary:
What I did last night…with Facebook
What Facebook did yesterday by opening up their search is change the landscape of the “social trenches game”. With Far more users then Twitter ( but less public, for now) they have allowed people that want to engage like me to go in and search the key words in their lives and start to talk to people and make conversation, this has long been Twitter advantage and this is no small move, watch the vid :-)Having trouble viewing this video? Try the Quicktime version.
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