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4 Social Media andYour TargetedAudience

A s millions of people use the web for conducting detailed research onproducts and services, getting involved in political campaigns, joiningmusic and film fan clubs, reviewing products, and discussing hobbies andpassions, they congregate in all kinds of online places. The technologies andtools, which many people now refer to collectively as social media, all includeways for users to express their opinions online:

• Social networking sites like Facebook, Twitter, and LinkedIn helppeople cultivate a community of friends and share information.

• Blogs, personal websites written by somebody who is passionate abouta topic, provide a means to share that passion with the world and tofoster an active community of readers who provide comments on theauthor’s posts.

• Video and image sharing sites like YouTube, Vimeo, Flickr, Slide-Share, and Instagram greatly simplify the process of sharing andcommenting on photos, graphic images, and videos.

• Chat rooms and message boards serve as online meeting places wherepeople meet and discuss topics of interest, with the main feature beingthat anyone can start a discussion thread.

• Review sites such as Yelp, Rotten Tomatoes, Amazon, and TripAdvisorare places where consumers rate products, services, and companies.

• Wikis are websites that anybody can edit and update.• Social bookmarking sites like Reddit allow users to suggest content to

others and vote on what is interesting.

61Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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62 The New Rules of Marketing & PR

• Mobile applications with GPS-generated location services add thecomponent of identifying exactly where each user is in the world.

What Is Social Media, Anyway?Since social media is such an important concept (and is so often misunder­stood), I’ll define it:

Social media provides the way people share ideas, content,thoughts, and relationships online. Social media differs fromso-called mainstream media in that anyone can create, com­ment on, and add to social media content. Social media cantake the form of text, audio, video, images, and communities.

The best way to think about social media is not in terms of the differenttechnologies and tools but, rather, how those technologies and tools allowyou to communicate directly with your buyers in places where they arecongregating right now.

Just as a point of clarification, note that there are two terms that soundsimilar here: social media and social networking. Social media is the supersetand is how we refer to the various media that people use to communicateonline in a social way. Social media include blogs, wikis, video and photosharing, and much more. A subset of social media is social networking, a termI use to refer to how people interact on Facebook, Twitter, LinkedIn, andsimilar sites. Social networking occurs when people create a personal profileand interact to become part of a community of friends and like-mindedpeople and to share information. You’ll notice throughout the book that I useboth terms. This chapter is about the larger concept of social media, whereasin Chapter 14 we dive into detail about social networking.

I’m fond of thinking of the web as a city—it helps make sense of eachaspect of online life and how we create and interact. Corporate sites are thestorefronts on Main Street peddling wares. Craigslist is like the bulletinboard at the entrance of the corner store; eBay, a garage sale; Amazon, asuperstore replete with patrons anxious to give you their two cents. Main­stream media sites like the New York Times online are the newspapers of the

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 63

city. Chat rooms and forums are the pubs, saloons, cafés, and coffeehouses ofthe online world. You even have the proverbial wrong-side-of-the-tracksspots: the web’s adult-entertainment and spam underbelly.

Social Media Is a Cocktail PartyIf you follow my metaphor of the web as a city, then think of social mediaand the ways that people interact on blogs, forums, and social networkingsites as the bars, private clubs, and cocktail parties of the city. To extend the(increasingly tortured) analogy even further, Twitter can be compared to theinterlude when the girls go to the ladies’ room and talk about the guys, andthe guys are discussing the girls while they wait.

Viewing the web as a sprawling city where social media are the placeswhere people congregate to have fun helps us make sense of how marketerscan best use the tools of social media. How do you act in a cocktail partysituation?

• Do you go into a large gathering filled with a few acquaintances andtons of people you do not know and shout, “BUY MY PRODUCT!”?

• Do you go into a cocktail party and ask every single person you meetfor a business card before you agree to speak with them?

• Do you try to meet every single person, or do you have a few greatconversations?

• Do you listen more than you speak?• Are you helpful, providing valuable information to people with no

expectation of getting something tangible in return?• Or do you avoid the social interaction of cocktail parties altogether

because you are uncomfortable in such situations?

I find these questions are helpful to people who are new to social media.This analogy is also a good one to discuss with social media cynics and thosewho cannot see the value of this important form of communication.

The web-as-a-city approach is especially important when dealing withpeople who have been steeped in the traditions of advertising-based market­ing, those skilled at interrupting people to talk up products and usingcoercion techniques to make a sale. Sure, you can go to a cocktail party andtreat everyone as a sales lead while blabbing on about what your companydoes. But that approach is unlikely to make you popular.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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64 The New Rules of Marketing & PR

Guess what? The popular people on the cocktail circuit make friends.People like to do business with people they like. And they are eager tointroduce their friends to one another. The same trends hold true in socialmedia. So go ahead and join the party. But think of it as just that—a fun placewhere you give more than you get. Of course, you can also do business there,but the kind you do at a cocktail party and not at the general store. What youget in return for your valuable interactions are lasting friendships, many ofwhich lead to business opportunities.

This chapter is an introduction to the concepts of social media. Insubsequent chapters, I go into much greater detail about blogs (Chapters5 and 15), video (Chapters 6 and 17), and social networking (Chapter 14).

“Upgrade to Canada” Social ProgramNabs Tourists from Other CountriesThe travel market is crowded. Consumers have lots of places to findinformation about places to visit. In this environment, the best contentand the companies that are most engaged with social networks can win theday.

Canada Tourism engaged travelers with a terrific social networkingprogram called “Upgrade to Canada.” Representatives from Canada Tourismintercepted travelers at the Frankfurt and Lyon airports and tried topersuade them to switch their holiday plans, on the spot, to visit Canadainstead. People had only a few minutes to consider the offer. Fortunately,many of them were open to the serendipity of a real-time travel change, andthey spontaneously changed their travel destinations.

Canada Tourism then created real-time social content about the travelersand their experiences once they arrived in Canada, and the tourists them­selves eagerly shared on their own social networks, including Twitter,YouTube, and Facebook.

“The results were extraordinary,” says Siobhan Chrétien, regionalmanaging director for Canada Tourism. “Not only were we able to sharefirsthand the travelers’ stories with the world, but online we receivedfurther upgrades from over 100 countries by travelers who switched toCanada.” Social networking drove awareness of Canada as a destination.Canada’s share among competitive destinations increased by a remarkable21.5 percent.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 65

I love the idea of requiring people to make a decision in just a fewminutes. The real-time nature of how people then share their experienceseparates “Upgrade to Canada” from other social media campaigns fromtourism organizations.

“No matter how sexy a destination is, promoting a country for tourismpurposes has its challenges,” Chrétien says, “especially with the world nowbeing a smaller place with many travel options and competing experiencesand destinations. The traveler of today and of the future has a vast array ofoptions. It is not enough to run slick ad campaigns or hope that price alonewill drive a sale and convert a tourist. The traveler needs to be inspired,motivated, influenced, and in some cases convinced on the spot that the timeis now to make the trip!”

Smart organizations understand this new world and build a buyingprocess around the realities of independent research and the power of socialnetworks. Instead of generic information dreamed up by an advertisingagency, they tell authentic stories that interest their customers. Instead ofselling, they educate through online content. Instead of ignoring those whohave already made a purchase, they deliver information at precisely themoment customers need it.

It’s not just travel destinations that can benefit from social engagement.Every market is influenced by what people are saying on social networks: thegood, the bad, and, in some cases, nothing.

Social Networking and AgilitySocial networking allows companies to communicate instantly with theirexisting and potential customers. That Canada Tourism built an entireawareness campaign around real-time strategies shows the power of instantcommunications. Yet many organizations don’t respond to people quicklyon social networks.

I’m a “Pro” user of the Hightail file sharing and storage service. I’ve been aloyal customer since January 2009, paying more than $100 a year for mypremium services. In December 2015, I received an email offer from Hightailwith the subject line “Complete your list with our great discount.” The offerpromised if I would “Upgrade to Hightail Professional” that day, I’d get50 percent off the annual subscription price. Hightail subscription plans hadconfusing names: Hightail Professional is an upgrade from the Hightail Proservice I was using at the time.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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66 The New Rules of Marketing & PR

The offer sounded good, so I clicked the “Get the deal” button.However, when I logged into my Hightail account to complete the

transaction, I got a nasty error message: “Your account does not meetthe prerequisites for using this Sku code.”

This was frustrating, so I tweeted a message to Hightail (@HightailHQ)and waited for a response. And I waited some more. When I didn’t hear fromthem for three days, I chose to look into competing product offerings fromother companies.

When responding to a negative comment in a social network, itis best to reply quickly, honestly, and in the same medium.

Not responding quickly is a huge missed opportunity. When you reply touser messages in real time, not only do you keep the customer up to date, butyou also show the world through your public feed that you’re engaged.When customers are happy, they keep their product longer, they spend moremoney over time, and they share their happiness with others, either inperson or on social networks. Hightail missed an opportunity to engage withme. And there’s no doubt that some of my more than 125,000 Twitterfollowers noticed Hightail’s lack of interest in responding to a customer.

The team at Hightail did finally get back to me and worked with me tosolve the problem. I remain a customer, but it wasn’t a pleasant experience.

Contrast the long delay at Hightail with an experience around the sametime with @JetBlue. In this case, I received a reply in just two minutes. Talkabout speed! No wonder JetBlue has nearly 2 million followers on Twitter—it communicates in real time.

Or consider the speed at which the iconic Mary Kay Pink Cadillacresponds on Twitter. Yes, the car has a Twitter feed.

In 1969, Mary Kay Ash purchased five Cadillac Coupe de Villes, had themrepainted to match the “Mountain Laurel Blush” in a compact she carried,and rewarded the company’s top five salespeople with the cars. Since then,General Motors has painted more than 100,000 custom cars for Mary Kay,Inc.

“Today the Pink Cadillac is as vivacious as ever!” says Rebecca Gibson, amanager on the corporate communications team for Mary Kay, Inc. “She’s

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 67

launched her own Twitter feed and has even recently served as a company‘spokesperson’ via social media to spark excitement about its car programs—and career opportunities.”

For Halloween, the Cadillac “dressed up” in various costumes, and fanscould vote for their favorite. “Help me pick my #Halloween costume! RTfavorite to vote,” the Pink Cadillac said on her @MKPinkCaddy Twitter feed.Of course, the Miss Piggy costume won.

The Pink Cadillac Twitter feed is used to communicate in a fun way. Infact, “she” does not talk about products at all. That’s what the main@MaryKay Twitter feed does.

But that doesn’t mean @MKPinkCaddy isn’t serious about real-timecommunication, as I learned when I tweeted to her:

@dmscott: Hey @MKPinkCaddy – Learning about what you’re up to from@beckgibson at #DSAGameChange – Glad to hear you’re enjoyingyour 40s!

@MKPinkCaddy: @dmscott I’m loving every minute of being 45, includ­ing the fact that I still have no wrinkles.

@dmscott: @MKPinkCaddy Not to mention a beautiful pink complexion!!@MKPinkCaddy: @dmscott Oh stop, you’re making me blush!

What a fun conversation! Something as simple as a Twitter feed canhumanize a brand. The Pink Cadillac is treasured within Mary Kay and isfamous around the world. But to many, it might seem dated. The car’s real-time Twitter feed helps modernize the brand by making its icon retro cool.

When Social Networking Doesn’t Work:The Cannabis Business in AmericaIn this chapter and throughout the book I talk a lot about how socialnetworking is a great way to reach buyers. But occasionally a market existswhere social networking is not appropriate.

As American voters pass referenda permitting the use of medical mari­juana and legalizing it for recreational use, many businesses have cropped upto service this emerging market. As I write this, 28 U.S. states have legalizedmedical marijuana, while seven, plus Washington, D.C., have legalizedrecreational use. However, because it is still illegal at the federal level,

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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68 The New Rules of Marketing & PR

laws often forbid the use of social networking to market products from thisfledgling industry.

“Marijuana from a marketing perspective is fascinating, because you can’tmarket in the usual way. It’s illegal,” says Larry Schwartz, president ofCannabiz Media, the most comprehensive source for U.S. marijuana licens­ing information. Data from Cannabiz Media helps journalists, regulators,researchers, businesspeople, and investors understand and operate confi­dently in the evolving U.S. marijuana marketplace.

When Schwartz first started to market his business, he tried to run GoogleAdWords and Facebook Ads but was quickly rejected by both companies.Twitter and Instagram also forbid such advertising.

Google’s representative emailed Schwartz: “Thank you for calling theGoogle AdWords Welcome center. I looked into and tried to see if there wasa way that I could help you to be able to advertise with AdWords. However Iwas unsuccessful in my pursuit. Google won’t allow your website to beadvertised with AdWords. While your Business model is solid and companyis legal it does fall into Dangerous products or services. With that being said,your ads can show organically. The Search Console will assist you [sic]Organic ad results.”

“We realized we had to go the old-fashioned route,” Schwartz says. “Inthe marijuana business, believe it or not, print magazines are huge. I thinkthere are about 20 magazines in this space, titles like Cannabis BusinessTimes, Marijuana Business Magazine, and Marijuana Venture. So for us, ourmarketing strategy quickly became trade shows, getting out our own emaillist, and bartering with these magazines and trade show providers. We’vegot deals with all the big guys now where we trade them our database forfree ads and trade show booth space. This was the way everyone marketed15 or 20 years ago!”

Most of the online action happens on more specialized marijuana searchengines and review sites. “Dispensaries are the ones who need to advertise toconsumers,” Schwartz told me. “And each state has different laws regulatingmarketing. For instance, in Connecticut and Massachusetts if you put awebsite up, the state has to approve it. It gets complicated and there are a lotof really strange laws. Now people are bypassing Google and the othertraditional search engines and they’re using weed search engines like Leaflyand Weed Map to find dispensaries, strains, news, all sorts of information.These are big marijuana search engines, and that’s where consumers aregoing.”

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 69

Schwartz’s business is booming. Whenever companies want to enter thecannabis business in a new state, there is a whole new set of laws to deal with.And those laws are constantly changing. That’s the case in my state ofMassachusetts, which legalized recreational marijuana on Election Day2016. Schwartz’s business tracks all of those new and changing laws andregulations.

“This business is going to go through a gold-rush mentality,” Schwartzsays. “It’s like the dot-com boom starting in 1995. When California legalizesmarijuana it will double the size of the market. And then we’re going to havea big bust. Then we’ll come back again, just like the Internet business overthe past 20 years.”

As new states permit medical marijuana or legalize cannabis for recrea­tional use, there are more and more people who want to grow the plant as abusiness. And with that an entire industry has grown to service cannabisentrepreneurs. As a marketer, I am fascinated by the business-to-businessmarketing strategies these companies must use.

“We are witnessing a dramatic shift within the USA. Cannabis can now begrown out in the open and with commercial greenhouse methods,” says TomSpringer, founder and president of NurserySource. Springer’s company hasbeen selling RediRoot root development containers and GroPro root devel­opment fabric bags since 2010. The products help growers’ profitability byincreasing their yield due to root health.

Springer says that 2016 was “the first year we marketed directly tocannabis growers. The changing state laws have certainly encouraged us,but since we manufacture an agricultural product, we have needed a fewyears of field testing to make sure our products worked as well indeveloping cannabis roots as they do developing shade tree and coniferroots.”

Springer faced a number of marketing challenges. “Suppliers who servicecannabis growers are quickly learning how to service full-scale and opencommercial enterprises who are paying hefty tax rates,” Springer says. “Thisis entirely different than servicing a more clandestine, black market group ofgrowers utilizing cash for all their supplies. Cannabis farming is maturing ata rapid rate, and grow equipment suppliers are watching margins shrink andsales channels constrict. The market is hyperdynamic, and numerous peoplewill be getting rich over the next few years. And a ton of people will go broke.Companies wishing to stay in this market long-term must utilize goodbusiness principles to survive.”

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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70 The New Rules of Marketing & PR

It’s rare that a market emerges from nothing and grows into a multi­billion-dollar industry in a few short years. And just as we saw in those earlyInternet days, the rules of marketing in this industry are still being written. Iexpect that over time the cannabis business will be marketing via socialmedia like so many other industries, but for now marketers like Schwartzand Springer must use more traditional marketing strategies.

The New Rules of Job SearchCompany lost its funding. Outsourced. Caught in a merger. Downsized.Fired. It seems like every day I learn of another person who is in the jobmarket. Usually that’s because when they need a job, all of a sudden peoplejump into networking mode, and I hear from them after years of silence. Hey,I’m okay with that; it’s always good to hear from old friends. And I’ve beenfired three times, so I certainly know what it’s like to be in the job market.

Since looking for a job is all about marketing a product (you), I wanted toinclude a section in the book for those of you who are currently in the jobmarket, soon to graduate from college or university, or otherwise looking fora career opportunity.

If you’re like the vast majority of job seekers, you’d do what everyoneknows is the way to find a job: You prepare a resume, obsessing over everyentry to make sure it paints your background in the best possible light. Youalso begin a networking campaign, emailing and phoning your contacts andusing networking tools like LinkedIn, hoping that someone in yourextended network knows of a suitable job opportunity.

While many people find jobs the traditional way, social media allows anew way to interact and meet potential employers. The old rules of jobsearches required advertising a product (you) with direct mail (your resumethat you sent to potential employers). The old rules of job searches requiredyou to interrupt people (friends and colleagues) to tell them that you were inthe job market and to ask them to help you.

As people engage with each other on social media sites, there are plentyof opportunities to network. Just like at a physical cocktail party, if you areunemployed and looking for work, the people you meet may be in aposition to introduce you to that perfect employer. The converse is alsotrue: Smart employers look to social networking sites to find the sort ofplugged-in people who would fit in at their company or in a certain job. Infact, on the day that I wrote this, a friend asked me to tweet a job

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 71

opportunity. Had you been watching my Twitter feed that day, perhapsyou’d have a new job now.

To find a job via social networks, you have to stop thinking likean advertiser of a product and start thinking like a publisher ofinformation.

So you want to find a new job via social media? Offer information thatpeople want. Create an online presence that people are eager to consume.Establish a virtual front door that people will happily link to—one thatemployers will find. The new rules of finding a job require you to share yourknowledge and expertise with a world that is looking for what you have tooffer.

How to Find a New Job via Social MediaIt’s not just travel destinations, cosmetics, and air travel that can bepromoted via social networks like Twitter. It’s also you and your career.Let’s look at how people use social networks in the job market. David Murray(@DaveMurr) says that after being laid off, he immediately did the tradi­tional things, updating his resume and calling a bunch of contacts. But heeventually realized that he would also have to change gears and pay attentionto blogs, social networks, and online communities. Murray already had aTwitter account, so he reached out to his Twitter followers and publiclyannounced that he was looking for work.

“I guess you could say I used a new tool for old-school networking,”Murray says. “The response was overwhelming, and I received severalleads and opportunities that were far more fruitful than my previousattempts.”

Murray then hit on a creative way to use Twitter Search in his job hunt. “Icame across a comment from Chris Brogan [@ChrisBrogan] on how he usedTwitter Search to keep track of his tens of thousands of followers using RSSfeeds,” Murray says. “So I simply began entering keywords in Twitter Searchlike ‘Hiring Social Media,’ ‘Social Media Jobs,’ ‘Online Community Manager,’‘Blogging Jobs,’ and so on. I then pulled the RSS feeds of these keyword

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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72 The New Rules of Marketing & PR

conversations and made it a habit to check these first thing in the morningevery day.”

Bingo. Murray came across lots of conversations related to his keywords,and if something sounded like a good fit for him, he took the liberty ofintroducing himself via Twitter. “Many times, the jobs had not been officiallyposted,” Murray says.

How cool is it that on Twitter you can express interest in a jobopportunity that hasn’t even been announced yet? It’s like getting insideinformation!

Hired. It didn’t take long at all for Murray to land the ideal job. Hisexample is of someone who had already established himself in his career; hewas looking for a new job because of a layoff. But what about new (or soon-to-be) university graduates searching for an entry-level position?

When Lindsey Kirchoff was a graduating senior at Tufts University nearBoston, Massachusetts, she started a terrific blog called How to Market to Me.In her blog, Kirchoff offers her opinions on how to market to millennials likeherself. “The blog is my opinion,” she says. “It’s about the advertisementsthat ‘get’ me as a collegiate and 20-something consumer—the companiesthat understand my values, participate in my humor, and reach me when/where I’m most likely to need them. It’s also about companies that don’t doany of those things and how they can better reach me (and people like me) inthe future.”

She used her comments on other people’s blogs, her Twitter feed(@LindseyKirchoff), and other social networking tools to share her ideasabout how companies should market to people like her—a focus that alsoserved to showcase her understanding of marketing.

At the time, Kirchoff was on the hunt for a job upon graduation, hopefullyat a mid-to-large marketing firm with a strong entry-level program. Soon heractive social networking led to discussions both online and in person withmarketers at a Boston-based software company. Partly based on her solidunderstanding of social media as demonstrated by her blog and use of Twitter,Kirchoff was hired full-time and started working soon after graduation.

What Kirchoff and Murray both did was to show potential employers thatthey were available and ready to contribute. They put their enthusiasm andexpertise out there to make themselves stand out from the other candidates,who would simply send a paper application or CV.

Some people might argue that this technique works only to find jobsrelated to social media and marketing (like Murray and Kirchoff did). While

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 73

it’s true that social-media-savvy people are often the first to use thesetechniques, I’m convinced that they would work for many other kinds ofjob seekers. These days, Twitter is used very widely, and tweets like “I’mlooking for an accountant to join my London office” appear frequently. Youshould be monitoring what people are saying in your field. Plus, if you’re anaccountant, salesperson, or production manager looking for work, thenyou’re really going to stand out from the crowd of 1,000 resumes if you usesocial media to find a job.

As long as we’re discussing social media and job searches, here’s animportant consideration: What comes up when you Google your name with thename of your most recent employer? Potential employers do that all the time.And you can influence what they see! Remember, on the web, you are whatyou publish.

Social Networking Drives Adagio Teas’SuccessAs social networks become more important for organizations of all kinds, thechallenge becomes how to integrate them effectively. Adagio Teas, a family-owned gourmet tea company, has used social networking to become themost popular online destination for tea enthusiasts. Social sharing andcrowdsourced product creation aren’t “bolted-on” strategies at AdagioTeas. Unlike at most companies, social networking is a critical componentfor driving business.

I learned about Adagio Teas from my daughter, Allison. She’s a loyalcustomer and eagerly shared with me how the company works. As of thiswriting, Adagio Teas sells a remarkable 68,050 blends of tea. The vastmajority of blends are created by its customers either for their own enjoy­ment (think private blends) or as a blend that is sold to others on the site.Creating blends via crowdsourcing is a brilliant strategy for driving socialinteraction, because people are eager to share their creations on networkslike Facebook, Twitter, and Tumblr.

“The idea of customer-created blends came from growing up in a Russianbackground,” says Ilya Kreymerman, chief technology officer and member ofthe family that founded and runs Adagio Teas. “Tea was always something thatwas in the house, and when my mom and dad had company over, they wouldalways drink this blend of tea that my mom made herself. So the idea of having

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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74 The New Rules of Marketing & PR

people create these unique blends was second nature to us. We found a waythat people can not only make it but also share with friends, the same way thatmy mom would share it when people came over. The idea is not just making itfor yourself but making it for yourself and for a large community.”

Avid tea connoisseurs can search the database for a perfect blend, or, as withAmazon’s bestseller list, browse teas based on popularity and customerreviews. That’s another important social aspect: Like popular authors onAmazon, those who create delicious blends build a following with AdagioTeas’ customers, driving sales with their ratings and reviews. If you like ablend, you can see what other blends that creator has made. Repeat customerscan create a profile to keep track of teas they enjoy most, and they can also addteas they want to try.

For example, a top-ranked tea as I write this, Sherlock, is a blend by CaraMcGee: “All at once exotic and mysterious and perhaps a little bit insane,with a lingering hint of smoke. Inspired by BBC’s Sherlock, which I am in noway affiliated with. This is created purely for my own enjoyment. Ingredi­ents: Lapsang souchong, Assam melody, Oriental spice.”

McGee uploaded a video where she talks about the blend. There are alsocustomer reviews and social sharing tools that include Facebook (with over1,000 likes), Twitter, Tumblr, and Pinterest. The Sherlock blend is part of atheme that Adagio calls Fandom Signature Blends, which also include suchteas as Avatar, Big Lebowski, Doctor Who, Harry Potter, and many moreblends based on popular movies, TV shows, and books.

“A lot of what drives people to buy the tea is not really the tea itself—it’sthis story around the tea,” Kreymerman says. “You take a pot of tea andinfuse it with a character or TV show or video game and suddenly peoplehave an attachment. You’re piggybacking on their love for a specificcharacter. Instead of it just being a cup of tea, it’s now got all of thisbackground and emotion baked in.” And people are naturally eager to talkon Facebook, Twitter, and other social networks about tea that has aconnection to the books, movies, and TV shows they love.

Another social aspect kicks in when customers add friends to their profiles.If you log in to Adagio Teas with a Gmail account, you can instantly find outwhether one of your contacts also has an Adagio Teas profile. Or if you’rereading a review and like someone’s taste in tea, you can friend that person.

With all the sharing going on with customers at Adagio Teas, it’s nosurprise that the company itself is active on social networks. It has anexcellent Tumblr blog (“The official blog from the people behind Adagio”),

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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Social Media and Your Targeted Audience 75

and is active on Twitter (@AdagioTeas, 26,000+ followers), on Facebook(61,000+ likes), and on other social sites.

“People historically have spent a lot of money to advertise products,”Kreymerman says. “But we never use traditional marketing, advertising,things like that because it’s incredibly expensive. You’re kind of shooting inthe dark. I think the more interesting thing is to provide customers withvalue by putting the money towards a really interesting site or reallyinteresting idea or making their experience better instead of just kind ofdirecting them towards your store. We listen to the audience, and a lot of ourgood ideas come from listening to what people are talking about on Twitterand Tumblr. And once in a while, we hear the same question coming up overand over again and realize that we have to address it.”

And Adagio Teas really is active, using social networks to communicatewith customers. The mistake made by so many other companies is just usingsocial media like Twitter as a one-way broadcast advertising channel. Forexample, @AdagioTeas tweeted: “We are developing a wish list feature &would love feedback. Would you use it as a bookmark for yourself, or as a listto help guide others?” A follow-up tweet thanked customers for theirsuggestions, announced the launch of the wish list, and prompted furtherdiscussion.

People love this kind of interaction and happily talk up organizations thatprovide it. For example, @jamieworley tweeted: “It’s so cool that @AdagioTeassends me twitter DMs to let me know where my tea shipment is!” And it is cool.I wish some of the companies I frequently do business with used Twitter DirectMessages (DMs) to communicate.

Over the Thanksgiving holiday, Allison made her own blend because shewanted to have interesting Christmas and holiday gifts for family andfriends. The “Create a Blend” widget is really easy to use. Many peoplelove mixing teas, and Adagio has made it fun and easy to mix different flavorsto create a unique and tasty blend: You name your creation and choose thetypes of teas and the percentages of each. You then have an opportunity tocreate a custom label, either simple text or something much more elaborate.

Here social networking pops up yet again, because you can upload aFacebook photo to be part of your custom label. Instead, Allison made ahand drawing for her label, which she scanned and saved as a JPEG and thenimported into Adobe Photoshop. There she added text before uploading theimage to the Adagio Teas app. Her “scottea dog” blend is “Just a cute jumpyChristmas blend of assam melody, hazelnut, and peppermint.”

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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76 The New Rules of Marketing & PR

Another fun social aspect of Adagio Teas is that the creator of a customtea earns points whenever a customer buys that blend. Points can be usedto get discounted or free tea. This encourages social sharing by people whocreate blends—when their new blends are ready to be sold, many peoplewill tweet about them, or post an image of the label with a link onFacebook, or make a Tumblr post talking about the blend. After all, it’s intheir best interest to do so.

By building social networking features into all aspects of the customerexperience, Adagio Teas drives business success. As customers talk aboutteas on social networks, fan their favorite blends, or even create their own toshare with their friends, new people learn about the company. It sure beatstraditional advertising to get the word out.

Social media sites are places where people congregate to discuss thingsthat are important to them. Where are people discussing your industry andthe products and services you offer? If that place already exists, you shouldmonitor it and participate as appropriate. If it doesn’t yet exist, considerstarting a place for colleagues and customers to meet and revel in informa­tion that is important to your market.

Now let’s turn to blogs, another form of social media.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:58:16.

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How it Works

  1. Clіck оn the “Place оrder tab at the tоp menu оr “Order Nоw” іcоn at the bоttоm, and a new page wіll appear wіth an оrder fоrm tо be fіlled.
  2. Fіll іn yоur paper’s іnfоrmatіоn and clіck “PRІCE CALCULATІОN” at the bоttоm tо calculate yоur оrder prіce.
  3. Fіll іn yоur paper’s academіc level, deadlіne and the requіred number оf pages frоm the drоp-dоwn menus.
  4. Clіck “FІNAL STEP” tо enter yоur regіstratіоn detaіls and get an accоunt wіth us fоr recоrd keepіng.
  5. Clіck оn “PRОCEED TО CHECKОUT” at the bоttоm оf the page.
  6. Frоm there, the payment sectіоns wіll shоw, fоllоw the guіded payment prоcess, and yоur оrder wіll be avaіlable fоr оur wrіtіng team tо wоrk оn іt.

Nоte, оnce lоgged іntо yоur accоunt; yоu can clіck оn the “Pendіng” buttоn at the left sіdebar tо navіgate, make changes, make payments, add іnstructіоns оr uplоad fіles fоr the оrder created. e.g., оnce lоgged іn, clіck оn “Pendіng” and a “pay” оptіоn wіll appear оn the far rіght оf the оrder yоu created, clіck оn pay then clіck оn the “Checkоut” оptіоn at the next page that appears, and yоu wіll be able tо cоmplete the payment.

Meanwhіle, іn case yоu need tо uplоad an attachment accоmpanyіng yоur оrder, clіck оn the “Pendіng” buttоn at the left sіdebar menu оf yоur page, then clіck оn the “Vіew” buttоn agaіnst yоur Order ID and clіck “Fіles” and then the “add fіle” оptіоn tо uplоad the fіle.

Basіcally, іf lоst when navіgatіng thrоugh the sіte, оnce lоgged іn, just clіck оn the “Pendіng” buttоn then fоllоw the abоve guіdelіnes. оtherwіse, cоntact suppоrt thrоugh оur chat at the bоttоm rіght cоrner

NB

Payment Prоcess

By clіckіng ‘PRОCEED TО CHECKОUT’ yоu wіll be lоgged іn tо yоur accоunt autоmatіcally where yоu can vіew yоur оrder detaіls. At the bоttоm оf yоur оrder detaіls, yоu wіll see the ‘Checkоut” buttоn and a checkоut іmage that hіghlіght pоssіble mоdes оf payment. Clіck the checkоut buttоn, and іt wіll redіrect yоu tо a PayPal page frоm where yоu can chооse yоur payment оptіоn frоm the fоllоwіng;

  1. Pay wіth my PayPal accоunt‘– select thіs оptіоn іf yоu have a PayPal accоunt.
  2. Pay wіth a debіt оr credіt card’ or ‘Guest Checkout’ – select thіs оptіоn tо pay usіng yоur debіt оr credіt card іf yоu dоn’t have a PayPal accоunt.
  3. Dо nоt fоrget tо make payment sо that the оrder can be vіsіble tо оur experts/tutоrs/wrіters.

Regards,

Custоmer Suppоrt

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