Where Are Clients Looking For Success On Social Media?

I am puzzled by Social Media as it pertains to the age old question of 'how can I help (and earn more money from) my clients?'. Puzzled because it's not as easy as finding out what my client needs, who they are talking to now and who they would like to talk to in the future, if they are wisely putting their dollars to use, if they are using the right creative, and if they are tracking and monitoring thier buys with a reasonable expectation of return on investment, or is it? All of the basics we have in our sales tool box apply to Social Media, but to be successful you'll have to use those tools in a new way.....

Broc invited you to "BUZZFEST '09" on Saturday, October 3 at 3:00pm.

Event: BUZZFEST '09
"All Ages Outdoor Rock Show w/ Broke City"
What: Concert
Start Time: Saturday, October 3 at 3:00pm
End Time: Saturday, October 3 at 9:00pm
Where: Nazzkart Parking Lot

To see more details and RSVP, follow the link below:
http://www.facebook.com/n/?event.php&eid=142982661309&mid=12b8f43G5169264dG6240a3G7

Thanks,
The Facebook Team

This was part of the Social Media channel our stations used to bring in our facebook "fans" to this fundraiser that gave them a great show for thier ticket donation. It was not the only tool we used to supplement our website and on-air promotion of the event, we made it "Buzzworthy"...

BUZZFEST '09 IS THIS SATURDAY!
NEWSLETTER SUBSCRIBERS GET TICKETS FOR JUST $8!

See SIX BANDS including:

Broke City

Abrupt Edge

Somewhere In The Middle (Aaron Ball)

The Trademark

90's For The High

Sidelined

BECAUSE YOU'RE A SUBSCRIBER
WE'RE HOOKING YOU UP WITH THE CHEAPEST TICKETS IN TOWN!

Newsletter Signup

When it comes to 99.9 The Buzz, you've come to expect killer promotions. This one might just outdo the rest. Buzzfest '09 is an ALL AGES show @ Nazzkart in Twin Falls THIS SATURDAY, Doors @ 3p / Show @ 4p. Not is a gonna be a great show... it's also going to help kick off our Underprivileged Kids Christmas Party fund drive, with ALL PROCEEDS going to benefit Underprivileged kids in the Magic Valley! Because you're a Buzzworthy Newsletter Subscriber, we're knockin' 20% off of every ticket you buy for the show. Not only will you save some cash on tickets, but you'll also get BACKSTAGE PASSES TO MEET & GREET BROKE CITY AT THE SHOW! But hurry, this special offer to subscribers expires tommorow (Friday 10/02/09) at midnight! Just click the "BUY TICKETS" link below. There, you'll also find some sweet music videos from the bands who are playing the festival. Then, we'll see you THIS SATURDAY @ BUZZFEST '09! >

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We are not doing anything earth shattering here, we are just trying to use all the available channels we have to push the marketing message, the same thing we should be looking for with our clients. You could very easily add a text campaign to this, a viral video on Youtube, or you could go old school and post fliers on cars in High School parking lots. Every one of these channels is valid and gets the message out to more people. Here are a couple of great charts from a post from The Center For Media Research that give you an idea of where we need to be expanding our offerings and why....

Community and Social Networking Tools Employed and Planned (% of Respondents)
	*Anticipated Timing*
*Network or Tool*	*Today*	*Next 12 Months*	*Beyond 1 Year*	*No Plans to Employ*
Facebook fan page	86%	10	3	1
Twitter	65	19	7	9
Customer reviews	55	26	13	6
Blogs	55	25	12	8
Viral videos	50	22	13	15
Facebook connect	43	31	10	16
Social listening	36	31	19	14
Q & A	29	20	25	26
Community forums	27	18	23	32
Product suggestion box	19	26	20	35
Source: e-Tailing Group, September 2009

Top 3 Sites or Tools Expected to Yield Greatest Sales Increase (% of Respondents)
*Social Media or Tool*	*Total Response*	*% Rank 1*	*% Rank 2*	*% Rank3*
Customer reviews	100	78%	14%	8%
Q & A	43	16	49	35
Facebook fan page	39	13	36	51
Viral videos	34	18	44	38
Community forums	33	6	45	49
Blogs	30	10	47	43
Social listening	22	14	27	59
Facebook connect	19	26	32	42
Product suggestion box	17	41	24	35
Twitter publishing	14	7	57	36
Source: e-Tailing Group, September 2009

Top 3 Sites or Tools Expected to Create Greatest Customer Engagement Increase (% of Respondents)
*Social Media or Tool*	*Total Response*	*% Rank 1*	*% Rank 2*	*% Rank3*
Customer reviews	67	61%	16%	23%
Q & A	46	20	50	30
Community forums	46	48	26	26
Blogs	43	16	58	26
Facebook fan page	42	31	43	26
Twitter publishing	29	34	14	52
Product suggestion box	27	22	30	48
Viral videos	24	12	38	50
Facebook connect	21	19	29	52
Social listening	6	33	17	50
Source: e-Tailing Group, September 2009

It is interesting to note the number of respondants that had a Facebook page or Twitter feed but noted that Customer Reviews, & Q & A would yield the most engagement which in turn would yield sales. Facebook was in third place on the sales increase chart but Twitter was last and yet a lot of resources have been dedicated to it.
My suggestion to you as you analyze Social Media channels is to develop tools and strategies that will deliver the highest returns for your clients. Well Duh? That may mean developing a Facebook Fan Page and using it just like our stations did with the event, sending out invitations to our "fans" and making it worth the while. It may mean that you develop customer reviews on client microsites within your site or that you create a "Ask The Expert" page linked to your clients by e-mail that allows your audience to ask them questions and further engage the business and the brand with the consumer. Make it easy, make it fun, and make it profitable!

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