An Introduction To New Media10 things your company NEEDS to know before joining the conversation.

JOEL WIDMER

An Introduction To New Media

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Copyright © 2009 by Joel Widmer. All rights reserved, including the right of reproduction in whole or in part in any form. No parts of this book may be reproduced in any form without written permission of the copyright owner.

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PUBLISHING INFORMATION

First published in the United States in July 2008 and sold via Clickbank.com

Table of Contents 1 Defining Your Plan

How Innovative Companies Are Using New Media

2 CompetitionCompetitors Checklist

3 Your Sales CycleYour Customized Approach

4 Social Media PolicyExamples Of Social Media Policies

5 The Learning CurveHow To Become A New Media Pro

6 Business Or Pleasure?Where To Draw The Line

7 Engaging What To Tweet Or Talk About

8 ListeningHow To Listen Online Effectively

9 Integrating New MediaIntegrating Social Media Into Your Marketing Mix

10 New Media EtiquetteMinding Your P's And Q's

def in ing your p lan | 4

1 Defining Your Planew media can be an incredible business tool providing customer insight, direct communication channels, and the ability to measure the success of your tools closely

and accurately. As the opportunities to personally engage with your customers grow, it can become extremely time consuming trying to keep up if you don't have a well thought out strategy. This tutorial will show you how social media can benefit your business and how to prepare for the transition into this space.

Your plan will consist of 5 parts. Listening, Searching, Engaging, Interacting, and Measuring. We will discuss these steps in detail throughout each chapter.

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def in ing your p lan | 5

How Innovative Companies Are Using New Media

Avis: Company Blog

BMW: Facebook “Road Trip” page promoting 1 series

Coke: Music app on Joost to promote Coke & Music Artist partnerships

Dunkin Donuts: Twitter. Promoting specials and customer service.

Hyundai: Widget to promote the Hyundai Genesis

Turbo Tax: Ratings and Reviews from customers

It's crucial to view your media presence from the customers point of view and try to find the value in it. If you media presence does not clearly benefit the customer, you'll know it right away from two indications. First, no one will be interested in your company and what they are doing, no matter how great you think it is. You won't have a following. Second, you may have a following and decide to change your value proposition to benefit your company. These plans often backfire in the company's face and generate bad feedback on your company all over the web.

Ch. 1 Takeaway Tips

You need to decide why you want to use new media for your company1What part of your business could benefit from the use of new media? Don't limit

yourself. 2

What's in it for you customer? Make sure they clearly see the value in

your media presence online.

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compet i t ion | 6

2 Competitionhen was the last time you took a good look at your competitors marketing strategy? What types of new media are they engaging in? From podcasts to social

networks to video, businesses are combining and testing all forms of new media to see what works. Not only should you check out what your competitors are doing but find out what is working for them. By spending a little time studying their strategies, you'll soon gain a customers perspective on their business. Below is a short list of what to look for.

It's crucial to look at your media presence from the customers point of view and try to find the value in it. If you media presence does not clearly benefit the customer, you will know it right away from two indications. First, no one will be interested in your company and what they are doing, no matter how great you think it is. You won't have a following. Second, you may have a following and decide to change your value proposition to benefit your company. These plans often backfire in the company's face and generate bad feedback on your company all over the web.

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compet i t ion | 7

Competitors Checklist

Google your competitors. Where are they in the search rankings?

Do they have a presence on the web other than their website? (i.e. facebook, twitter, blog...?) How does it come across to you?

What are their customers saying about them on sites like Yelp and City Search

What opportunities are their to improve on their online presence that your company could be doing?

How far along are they in their new media efforts? Did they just start or are they pioneers?

Is your competition or their customers talking about you?

Don't worry about being the first business in your space to incorporate new media. In fact, the more businesses in your space, the better. Learn from the pioneers and improve on their mistakes. Social media is still in its infant stages being first doesn't mean best anymore. Google didn't want everyone to use their site right away. They see it as the longer people wait to try Google the better it will be.

Ch. 2 Takeaway Tips

Google your competitors and find out what kinds of new media they are

incorporating.1

Look at their online presence from a customers perspecticve. How do they

look?2

Don't worry if your competition is in your space online. Improve on

what they're doing.

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your sa les cyc le | 8

3 Your Sales Cycleepending on what your product offering, the approach your company approaches to new media will differ across industries. There are several factors to consider when

looking at the best approach for your company. The important thing to remember and it's worth repeating, is that people don't like to be sold, but they LOVE to buy. That is the main reason why “advertising” fails miserably through new media channels. Advertising is a one way conversation. I'm going to update that saying and add; people don't just want to buy either, they want to be courted through the buying process. Below are a few questions on how to approach new media with your products/services.

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your sa les cyc le | 9

Your Customized Approach How frequently do your customers purchase your products/services?

How complex is the sales cycle of your offering?

What is your customer turnover rate?

If you do have returning clients, is it a customer base you'd feel comfortable reaching out to via email?

If your sales cycle is extremely complex and you are offering a high involvement product, your new media strategy may be to generate interest and make physical contact with your prospect as soon as possible. On the flip-side, if your selling paper plates, you may be able to court your client through the whole process over the internet. However, it's all useless unless you gain your customers permission to interact with them.

Ch. 3 Takeaway Tips

Evaluate your sales process and look where in the sales cycle new

media may fit.1

How does the level of involvement of your product affect how you sell

it online and offline?2

Look at each part of the sale and find how new media may be able add

value to it.

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soc ia l media po l icy | 10

4 Social Media Policyefore your company starts engaging in social media, make sure you set up a social media policy. All employees participating in social media need to be familiar with the

appropriate rules of engagement. Microsofts channel 9 is a great resource to start with.

Depending on your company, you may question as to whether a formal social media policy is really necessary. If your company culture is more relaxed, it may be fitting to have a two line policy like Jamie Kelly, whose policy reads: “1. If you’re using an account for work purposes, identify yourself as an employee of The Gazette 2. If posting something would embarass you or the company, or call your professional reputation into question, DON’T POST IT.” If you feel your company needs a policy that is thoroughly outlined, refer to the links below.

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soc ia l media po l icy | 11

Examples Of Social Media Policies

IBM Social Computing Guidelines

HP Blogging Code of Conduct

Greteman Group (Advertising Agency) Social Media Policy

Ciscos Internet Posting Policy

Traditionalists enjoy traditional advertising mediums because they had complete control of the content. Social media is just the opposite, and the lack of control scares a lot of companies into completely restricting social media. Ask your employees to be a part of the writing process. By giving them ownership in the document, they'll take it much more seriously than another handout.

Ch. 4 Takeaway Tips

First decide whether you want a social media policy.1How stringent do you want it to be? Don't be afraid to use other company's as an

example.2

Try including you team members into the creation process. This will give you

good insight into their views on new meida.

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the learn ing curve | 12

5 The Learning Curvehe reason why we refer to online networks as “new media” as opposed to “social media” is because they are always evolving. When T.V. First came out, it was the new media

for the radio listeners. When the internet became popular, web 1.0 (i.e. websites etc..) became the new media . Social media is another form of new media and who knows what will come next! The point is, even social media is still in its infant stages and because of how fast it is able to spread, it will evolve and change even faster.

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the learn ing curve | 13

How To Become A New Media Pro

Recognize there is no way around it. Learning new media is going to take some of your time and concentration.

Thoroughly fill out your online profiles. Fill them with pictures and content. (more on that later.)

NOBODY knows what to write or post or share when they first start. That's what the first 4 points where for. Now that you have that, you need action. Start posting even if it's not perfect. Never wait for perfect.

Set goals for yourself. It's not going to feel natural keeping up your new media at first. Tell yourself you'll commit to 20 minutes of new media time a day. Go from there.

Interact with others. After all that's what this is all about. Coming up with original content is only half the battle. Don't worry if you don't have new things to post all the time. Your customers will be flattered that you are taking a genuine interest in them by responding and interacting with them.

Commit the energy to effectively learn these tools and give them the time they deserve to make it worth your while. Building a community doesn't happen overnight (for most people) Try giving it at least 6 months and stick with it consistently.

Ch. 5 Takeaway Tips

Social media is the new media. It's still young but eventually it'll be taken

over by a newer media.1

Commit time everyday to learning new media. Set goals. Stick to them!2Participating is more important than generating new content. Interact with

your community. ...even if it's only 3 people.

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bus iness or p leasure? | 14

6 Business Or Pleasure?hould you mix your business and personal life on social networks? The short answer is yes. People are sharing their lives on social networks. They are talking about

upcoming concerts, birthdays, and vacations. If your a seasoned world traveller, don't hesitate to offer tips to the newbie in your network travelling overseas for the first time. By doing this you'll build trust and relationships. Also, give others a chance to connect with you by posing questions when you don't know something. Its a great feeling to help someone. You have a unique opportunity to connect with people on so many different levels. To restrict yourself to business would be utilizing less than half of the potential new media provides.

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bus iness or p leasure? | 15

Where To Draw The Line

Don't use new media to blatantly advertise your business. (talking AT your customers)

Don't get stuck apologizing to your customers. (i.e. Yes, Mrs Jones, we are so sorry about your customer service, it won't happen again...)

Don't let Facebook time replace face time. No matter how great new media becomes, it will never replace the value that meeting face to face brings.

Maintain the same level of composure on social networking sites as you would meeting in person. Don't use slang or symbols when writing back and forth.

Even though I'm encouraging the combination of your business and personal life, don't overlook the fact that it requires delicacy. Just like your mother told you, be careful who your friends are. If your crazy friends are posting pictures and obscenities all over your profile, consider yourself guilty by association. Bottom line: Use your best discretion. Always.

Ch. 6 Takeaway Tips

No matter what the nay-sayers say, it's OK to mix business and personal

lives on your social networks.1

If your a newbie, it's gonna take a little time to learn the basics.2Social networks will never replace face-to-face interaction. But they are

meant to compliment it. Use them for the latter.

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engaging | 16

7 Engaging ne of the first things people ask me after they set up their twitter and blog accounts is, "What do I talk about?" If you tweeting or blogging on behalf of your company, I

think a better question would be, What do your customers want? Before deciding on your content, take time to ponder the medium. Do your customers enjoy reading? Do they love watching videos on Youtube? Are they podcast subscribers? Or do they like their information quick on something like a presentation? Deciding what medium will have an impact your content.

Aside from talking about your industry, brainstorm and make a list of 5-10 other subject that interest you or you want to learn more about. Doing this will not only help you have something to always talk about but you'll expand your networks and horizons too.

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engaging | 17

What To Tweet Or Talk About

Events: Your own events, interesting local events, charities, fundraisers...

Contests your company hosts to engage prospects

New Blog posts or website features ...That will ADD VALUE to your customers.

What interests you? Establish yourself as a local authority on that topic in addition to your business field. (i.e. neighbourhood events, local sports, the linux guy etc...)

Looking to hire? Post it on your network. You'll be surprised at the hiring success new media networks provide.

Engaging with your social community doesn't need to be all business. Find out your individual customers interest and see if there is a potential connection through them. You may find that you have a love of fishing in common. By getting involved with groups and people that interest you, you'll be expanding your network, adding value, and discovering prospects in the process.

Ch. 7 Takeaway Tips

What you say matters. Even though your not face to face, people know

if your enjoying yourself or not. Have fun.

1Take out a sheet of paper and list 7 things that interest you. Great! You've

already expanded your network and prospects.

2 Don't let content get the best of you. Remember to listen more than you type.3

l i s ten ing | 18

8 Listeninghe opportunity to get live honest and almost free feedback is what entices many companies to social media. Historically, there has never been a better better cheaper

way to generate so much feedback. Many companies can Google themselves and read about their customers last interaction at their stores. Now that you have all of this information at your fingertips, you need to make the best use of it. How your company responds to the responses of your customers has the potential to build an incredible amount of value with your customers.

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l i s ten ing | 19

How To Listen Online Effectively

REMEMBER people are always going to find things to complain about. And they choose to voice their complaints much more than their satisfactions.

Also remember: Every complaint is an opportunity.

If you receive the same negative feedback from several people, take it seriously and make a change.

If you are receiving nothing but positive feedback from customers, don't make the mistake of settling. Take the opportunity to ask what they would like to see.

Give feedback to others too! Don't hog all the feedback. Give advice to others who are just starting in a field that you may know more about. They'll be thankful.

Be a proactive listener. Look at each response as a chance to make a positive change. Also be warned. Your company needs to be ready for brutal honest feedback. Your unhappy customers are going to say whatever they want. That being said, the feedback may be free but the execution is where your opportunities lie.

Ch. 8 Takeaway Tips

Yes, people are probably already talking about you. It's your job to join

them and introduce yourself. 1

Don't forget to give others constructive feedback. This is agreat way to build

value.2

Brutal feedback hurts sometimes. Especially when you know it's true. If

a majority of your customers are unhappy... LISTEN to them!

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in tegrat ing new media | 20

9 Integrating New Mediahen integrating social media into your marketing mix, be careful not to let it drown your your traditional marketing. Instead find ways to cross-promote each of

your marketing mediums. For example, if television is an effective marketing medium for your company, use it to drive people to your website, or social networks where you can engage them. Use each aspect of your marketing mix to compensate for the weaknesses of the others. In the above example, television's weakness is that it's a one way conversation. But by driving people to your social networks, you are able to engage them in a two way conversation that will build trust and hopefully lead them to purchasing your offering.

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in tegrat ing new media | 21

Integrating Social Media Into Your Marketing Mix

Include a call to action for the social web in your emails.

Have links to your social networks on your business cards, signs, email signatures and other traditional marketing mediums.

Your website's landing page should have prominent links to company's social networks.

Don't spend too much time on this. Let someone else. Hire an outside marketing company that has the advantage of looking from a customers perspective.

It's very rare to find a consumer who only watches t.v. or only reads blogs. Most consumers today hop from medium to medium. Ensure that your prospects receive multiple touches across multiple mediums. The trick is to cross-promote each medium to direct them. Never leave a medium as a dead end.

Ch. 9 Takeaway Tips

Make sure your marketing messages and identity are consistent

from new media into your store. 1

Hire an outside marketing firm to do the above. Thank me later. 2 Make it unmistakingly clear to your employees, the message and values of

your company. Afteral they are the face of it.

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new media et iquet te | 22

10 New Media Etiquettehe answer is yes. There is a set of unwritten etiquette rules for this new media space and yes you'll get burned if you don't know them. Beyond the obvious, there are always a

few that people miss. I'm not going to dive too deeply into them here though. Let's get acquainted with a few of the basics and dig deeper later.

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new media et iquet te | 23

Minding Your P's And Q's

Give more than you receive

Before posting anything, always ask yourself, Am I adding value?

Take the time to build quality relationships. It's tempting to be swooned by the number of followers game, but it won't pan out.

Know where the line is between asking for feedback, commenting and being annoying is.

Listen before you speak. Yep it goes for all media

Be accountable for your actions. If you mess up, it will spread fast. Real fast. But if you own up to it, people will be much more forgiving.

Don't invite people out of the blue. Friend for a reason.

Every social media site has it's own rules specific to it. But these basics are timeless. Master these and you'll be off to a great start!

Ch. 10 Takeaway Tips

Don't embarrass yourself. Take the time to learn new media

etiquette. 1

Always be generaous with your advice, ideas, and helpfulness.2 Make sure when you post to social networks, it has clear value for those on the

receiving end.

3