1. It’s still marketing
2. Expect conversations on difficult issues
3. Regular updates  are key, so plan accordingly

It’s still marketing

Social media is new, exciting and sometimes intoxicating. Before you jump in remember, the fundamentals of marketing still apply. You must still be able to answer:

• What is my goal or objective?
• Who is my audience?
• What message am I trying to convey?
• What tactic is going to be most effective?

What can happen is that because it’s new and cool you think you need to join in.  However, just because Twitter is in the news right now doesn’t mean it’s a solution to your problems. Social media isn’t a case of “if you build it, they will come.” Start with the basics and look to see if social media tactics are right for your situation.

Expect conversations on difficult issues

Be prepared to talk about the weaknesses or difficult issues of your organization or product. Social media creates a town hall atmosphere where critics are certain to voice their opinions. It’s more productive to allow these opinions in an arena where you have a opportunity to respond than other forums simply where you have no voice.

Regular updates are key – plan accordingly

Unlike a new brochure, social media efforts will have a long life. People expect you to update them and respond to comments that they share. Creating a social media channel requires a time commitment. If you don’t update regularly, it will appear that your organization isn’t active and thriving. Your social media presence will affect how people view the quality and vibrancy of your organization in the same way your traditional marketing materials do.

Questions or comments? Leave them in the comments.

Last week one of the blogs that I follow had a post that was different than the type of content they normally publish. The blog has a strong following in its specific niche so after reading a post that didn’t have anything to do with their niche I was left scratching my head. It was a clear case of “one of these things doesn’t belong.”

Consistency does three main things:

1. Turns a one-time experience into repeat users
2. Builds trust in your organization and messages
3. Creates the basis for your brand image

Consistency = Repeat users

When a new restaurant opens its doors, people will come just because it’s new. If customers enjoy the experience, they’ll come back. The second visit makes the difference between a trial and a customer. Can you deliver the same experience twice? If so, you’ve earned a repeat customer.

A single great performance will fail when compared to lesser but consistent performances.

Consistency = Trust

Trust comes from meeting expectations over time. People want to trust you. They value trust because it streamlines their life. They don’t have to hedge against you not delivering.  As a result they are willing to pay for the ability to trust. Consistency impacts the bottom line because people who trust you are willing to pay in order to continue trusting you.

Consistency = A Brand

When you combine repeat users with trust, you have the beginnings of a brand. This also gives you the opportunity to expand with the goodwill that you’ve created carrying over. You can easily create a brand that stands for not meeting expectations and turning people away after one try but it won’t be around for long.

Find what you can do consistently

In order to succeed find something you can do consistently. Start small and consistent and then build or expand.

Stories

Stories are the threads that tie all the pieces together. Packaging, distribution, pricing and advertising are all parts of a story that is being created about a brand, product, organization or person.

Relationships

Relationships are how people see themselves tied to a brand, product, organization or other person.

Best Stories

The best stories are those that bring a person into a relationship or further develop the relationship.

As a marketer, you should be looking for stories that create a relationship between what you’re promoting and the audience you’re targeting.

Here are the points I found useful or interesting:

• Follow the market to where the growth is – Often companies look to attack new markets however when speed is important you will see the quickest growth by delving into a market where you are already seeing strong growth.
• Compress time frames -  Force yourself into short time frames by creating advanced timelines. When decisions are needed it’s important to get all of the decision makers in the room at the same time. If you are looking for a decision from an external organization refuse to meet until all of the decision makers can be in the room at the same time.
• Build community – Finding people who are enthusiastic about your product or organization is very important. These are the people that will spread the message. Nurture your relationship with these people. If you encounter someone who is feels negatively and is strongly vocal about it, take the time to listen to them. These people care enough about their experience to share it. Even if you can’t turn them into supporters you will at least learn something in the process.
• Get to thought leaders not traffic leaders – When trying to publicize your product or service learn the landscape of the online community. You’ll be able to quickly learn the blogs or sites that get the most traffic. But it is more important to figure out who are the early influencers. Start talking to those people. They are usually easier to get to and if they jump on board the rest will follow.
• Ready, Fire, Aim – Launch quickly and then look for feedback from the community about where to go next.It may be a different place than if you had planned it yourself.
• Look at substraction versus addition – Often my first thought is what can be new can be added to an offering but sometimes it’s more important to focus and take away features. This will streamline your offering for your core audience who is usually paying the bills.

Panel Members: Tim Ferriss - www.fourhourworkweek.com; Mike Cassidy – Benchmark Capital; Evan Williams -  Co-Founder,  Twitter/Obvious; Cali Lewis – Host & Producer, GeekBrief.TV

Here is one of the commercials.