Social Media Marketing

Building Social Media Trust: Converse Don’t Sell

I’ve been monitoring the great tweets coming out of the SiriusDecisions B2B marketing conference in Phoenix this week (#sds10), and I responded to one in particular caught my eye yesterday:

 It doesn’t surprise me to learn that people aren’t feeling the trust when it comes to leveraging social media as a buying source.  We’ve all experienced the unwanted spamming of marketers who really don’t understand how to use channels like Twitter to build relationships, so instead they send out 300 tweets a day along the lines of “Download my free video and learn about how to buy my product and make millions.”

 Yeah, I’ll get right on that…

In my opinion, marketers who try to engage in this manner are sorely missing the point:

B2B social media shouldn’t be about selling, it should be about conversing.

If you aren’t interested in building relationships, getting direct feedback from your customers and prospects, sharing ideas, and commenting on the ideas of others – and you are only interested in the thinly-disguised hard sell – then social media might not be the best delivery vehicle for your company’s marketing efforts.

Social media enables companies of all sizes to amplify their voices to a volume-level that was traditionally reserved for large corporations with multi-million dollar advertising budgets.  But before turning the volume up, people have to be listening.  In order to get people to listen, you have to engage and sustain their interest (or be fascinating, as Guy Kawasaki pointed out yesterday in his webcast).  It is also helpful to listen and respond to what’s important to them in a two-way exchange. 

By doing these things, awareness of the brand will increase, perceptions will be more positive, and trust might start to develop.

And, funnily enough, research shows that people are more likely to buy from people they trust, like, and seem to understand them…

Social Media Marketing, Twitter

Guy Kawasaki’s Twitter Tips

I attended Guy Kawasaki’s great WebEx today (Twitter #meet@webex) on B2b social media — along with tens of thousands of other people.  As you would expect, Guy’s content was fantastic, and I’ll say a few words about that of course, but what I really love these days is the participating in the tweetstreams as these events are happening.  There were thousands of tweets sent out with the #meet@webex hashtag before, during and after the webcast (OK, I didn’t count them, but I’m sure there were thousands).

If you haven’t participated on Twitter while attending an event, you should really give it a try. It’s a rich experience for several reasons:

  • adds depth and color to the presentation, and behind the scenes chatter
  • allows you to interact with hundreds/thousands of people and add-on to the discussion
  • allows you to participate in the discussion even if you aren’t at the actual event
  • fulfulls every modern-day person’s ADD by promoting multi-tasking (either on your PC, or while sitting in the audience of a conference)

Guy focused on Twitter as the B2B social media channel with the biggest potential for the largest group of B2B marketers. He admitted to going through a Twitter growth curve (I talked about my own growth curve in a previous post titled “Do You Get Twitter”. Guy said if you first thought Twitter was stupid, you passed the IQ test, which I completely identify with.

 He also spent some time demoing some pretty cool features of the Advanced Search feature on Twitter.  I thought the use of the AND feature was pretty cool — it enables you to search on multiple competitors that appear in the same tweet — to further the listening and learning process. Below you can see some of the tweets either recapping quotes from Guy, or furthering the conversation.

 He spent alot of time talking about making tweets “fascinating, saying:

He also said that social media is where the Internet was 15 year ago, which I completely agree with.  Can’t wait to see/participate in the evolution of it going forward!

Link to G.K article posted after the webcast on How to Be Fascinating