Who Is It?: Who's Using Geosocial And Location-Based Services?

Here at CMAC, we love geosocial and location-based services, such as Facebook Places, Gowalla, and Foursquare, because they're fun, and, more importantly, they provide creative depth, additional interesting dimensions, and serious promotional firepower to companies' social media marketing efforts. In addition to their use by major high-profile consumer brands (and even the White House!), local retailers across the country are effectively utilizing Facebook Places and Foursquare to drive significant in-store traffic, coupon redemption, and sell-through of specific products and services. (Here's a tip:  the next time you're at Chili's, check in to the restaurant on Foursquare, and score yourself some FREE chips and salsa for doing so!)

But who...exactly...is using these services? Unlike extensive demographic research for other social media channels, there's been little data on location-based service (LBS) users. Well, at least up until now...

According to a recent study by Column Five Media and Flowtown, men outnumber women, although just barely (59% to 57%, respectively), as the percentage of all smartphone owners using these technologies. The majority of LBS users are between the ages of 18 and 29; possess a minimum household income of $75,000; and are college graduates.

For a full rundown on all the findings of the study, check out the infographic below, or click here for a larger view.

As more user research in this area is conducted, we will post updates, especially since demographic continuously shift over time.

Source Of Irritation: 12 Annoying Social Media Practices

Editor's Note: The following is a guest Marketing Mulligans post written by Robert M. Caruso, the founder and CEO of Bundle Post, and a long-time technology, sales and marketing executive. A good friend of CMAC, Caruso is also a father of two, a passionate advocate of technology and social media for business, and an insightful professional whose well-written and savvy perspectives are right on the money. A version of this story first appeared on Caruso's blog 12 Most, and later in this piece on Ragan.com. You can follow Caruso on Twitter at @fondalo.
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As a social media professional, I have seen a lot of annoying things.

Most of the time I believe people do them because they don’t know better or have seen others do it, rather than out of a desire to be annoying or ineffective with their social media marketing. Sometimes you just don’t know what you don’t know.

I tend to be more patient than others and thought a list of some of these annoying practices would be helpful. The intent is not to tell you what you can or cannot do within social media (that’s up to you), but rather to highlight some things you should consider changing to be more effective.

They are listed in no particular order of annoyance.

1. TruTwit Validation

This is one that seems to annoy a lot of people, including me. Social media marketing is about relationships. Just as in real life, most relationships don’t work out too well when one person begins by distrusting or assuming the other is fake. What’s worse is a business starting out almost accusing a prospective customer. Drop TruTwit, and review bios and news feeds on Twitter to start relationships in the social graph on a good note.

2. Random Facebook Event Invites

Do I know you? Do you know me? Since I am a single dad in Oregon and, well, a bit older, why would you invite me to your rave party in New York City next week?

The Facebook event application can be powerful and effective when used properly. Mass-inviting non-targeted prospects that you have built no relationship with to your event is more than annoying. This kind of direct marketing in a social environment usually kills brand and, worse, gets you un-friended.

3. Random Share Requests

Before you start asking a Facebook friend or Twitter follower to share a post for you, be sure you have developed a relationship. Would you ask someone you met in line at Starbucks to email all of their friends your new blog post or website when you just met them? Would you call people you met once and never talked to again, asking them to put a sign for your business in their company lobby?

Of course not. You must first build a relationship, get to know them and provide value to them first. So, don’t do it in social media, either.

4. TeamFollowBack

Truth be told, this one gets me shaking my head more than others.

Why would anyone doing social media marketing want followers to follow them just because? We would never send a direct-mail campaign to a list of non-targeted people for our product or service. We would not hang out with someone we have nothing in common with. Followers and fans should be made up of a highly targeted community that you can provide value to and are most likely your prospective customers. Quantity and quality are equally important.

5. Endless RTing

This is a companion to No. 4: endless, meaningless retweets. To constantly retweet a list of Twitter names over and over between each other and never engage, converse, or provide value to anyone is kind of like talking to yourself in the middle of the desert. Nobody is listening and, more important, nobody cares.

I don’t know about you, but my time is worth way too much to waste it doing anything that does not produce value for others, new relationships, or return on investment. Spend your social media marketing time wisely.

6. Ignoring Shares/RTs

This never ceases to amaze me. If someone shares a post of yours or RTs something you posted on Twitter, for Pete’s sake, thank them. Start a conversation about the article. Build a relationship. When they shared your post to all of their friends, fans, or followers, they are saying to you, “What you posted was valuable and relevant.” Ignoring their gracious proliferation of you and/or your brand is like ignoring someone at a networking event that hands your business card to someone right in front of you.

7. Too Late

Social media is digital. It happens at lightning speed. Don’t take days to respond to a comment or conversation attempt by a fan or follower. Make a commitment to your social media marketing and respond quickly.

I can’t have a relationship with you or your brand when you respond days after I ask you a question. Use your smartphone and social media management applications to ensure you stay on top of conversations.

8. Fauxperts

Mind your bio information. Calling yourself a “Guru” or “Expert” is a huge turnoff to most. Let others define you as such, and stay clear of making yourself look like a fool. True experts do not become so because they give themselves the title. They become known as an expert because their experience, skill, and knowledge in a specific space are noted by other respected people.

9. Know It All

I have found that a large number of social media marketers, consultants, and firms seem to think it is their job to tell others what to do. I have seen them attack people because they used an automated direct message, posted something about their own company, or any number of other normal newbie things people do.

Aside from outright spam, no "rule" within the social media world is hard and fast. People are free to use the medium the way they see fit. You can unfollow or unfriend people at any time. It is not your job or right to hammer people for any reason. Lead, follow, or get out of other people's way.

10. Over-Pitching

A typical challenge that newcomers and direct marketers have with social media marketing is understanding that it has less to do with you and your brand and more to do with the individuals that join your community.

Providing selfless value to your community instead of direct and constant marketing pitches about what you do will go a long way to building better relationships.

Ever been to coffee with someone talked about him- or herself the entire time? I think you are getting the point.

11. Daily "Papers"

Annoying might be a bit strong when describing the Twitter daily newspaper posts. You know, the repeated posts saying one of your follower’s dailies is out and which other followers are featured in it. Don’t get me wrong, many of us appreciate the additional exposure our Twitter accounts and content receives due to these posts, but where is the conversation?

Automatically aggregating other people’s content to some Web page and automatically posting that you automatically did that doesn’t lead to conversation or relationships. Few of the posts that mention me this way lead to valuable conversations with those that use these services.

If you use them, take the extra step to start a meaningful conversation with the folks from whom you are automatically aggregating content. This should lead to relationships that result in mutual benefit.

12. Automated DMs

One of the things that seem to set people off in Nos. 8 and 9 are automated direct messages (DMs) on Twitter. They say DMs are not authentic and hammer anyone who uses them. I choose to find opportunity to engage and develop a relationship when they arrive.

The only caveat to my mostly agnostic view of the practice is when it pitches products and services. Especially when we just followed each other or have not had a conversation yet.

I suggest that if you are going to send an automated message to new followers, simply thank them and use it to start some kind of dialogue inside of your feed, rather than through direct message. Again, this builds valuable relationships that lead to ROI.

Any annoying behaviors you’d care to share?

© Copyright 2011 Ragan Communications, Inc. | Bundle Post, Inc. All Rights Reserved.

ABC...Simple As 1-2-3: An A To Z Guide To Business Blogging

Editor's Note: The following is a guest Marketing Mulligans post written by Susan Young, president of Get in Front Communications, Inc., a social media, PR, and communications agency which advises a broad range of businesses. This piece, which initially appeared on the agency's blog and later ran in a post on Ragan's PR Daily, outlines 26 different ways, one for each letter of the alphabet, to enhance your business's blog and to get the most out of this important communications  initiative. A published author and widely-quoted expert on communications issues and trends, Young can be followed on Twitter @sueyoungmedia.

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Are you ready to launch a blog or ramp up your existing one? Here are 26 tips to help you on your blogging journey:

Add pictures, visuals, and images to your posts to communicate with readers on different levels.

Be the solution. Help people solve their problems. Solve, don’t sell.

Consider all multimedia platforms such as video blogs, podcasts, and audio clips.

Define who you are, who your audience is, and what benefits blogging may bring you. The bottom line: Why are you blogging?

Eavesdrop on conversations to help you develop new content.

Forget the word count. Be clear and make your point. That’s it.

Grab people’s attention from the get-go with compelling and punchy headlines.

Highlight text, subheads, key phrases, and lists to emphasize important points and make your posts more reader-friendly.

Interact with your readers by asking them questions in your posts and responding to comments.

Jump into the fray. Don’t be afraid to take a stand on an issue or controversy in your niche or field. Boldness counts.

Kill the negative self-talk and judgment. You don’t have to be a professional writer to be a great blogger.

Listen to the conversations in chats and groups to determine what people are “stuck” on. There’s your content.

Move people emotionally through your words, language, metaphors, real-life experiences, and humanity.

Notice what other bloggers are doing. Get ideas on layout, colors, design, content, and self-promotion.

Open your eyes, heart, and mind. We’re in uncharted waters.

Position yourself as a credible resource in your field. Become the “go-to” guy (or gal)

Quit taking it personally (Q-TIP) if no one comments on your blog. Comments do not equal readers.

Remember we are in a real-time world. Post often so your blog doesn’t become static and stale.

Simplify your words. Blogging is not business writing, even though you’re probably writing about business. Be conversational. Consider yourself a creative artist.

Try using patience. You may get frustrated or overwhelmed with the pressures that come along with a blog. This isn’t a short-term commitment with fast results.

Understand the analytics, metrics, search engine optimization, keywords, and other important tools to help you determine content, audience, readership, and more.

Vary your posts but not your expertise. Stick with what you know without painting yourself into a corner.

Write when you have something to say. Your readers will appreciate it.

X-ray your life. Take a close look into the body and soul of your professional career and personal experiences. Shine a light on them to diagnose your “lessons learned.” The result: Content. Lots of it.

Yearn for more. Your curiosity and willingness to learn about new trends in your industry, technology, and life in general will serve you well in your blogging endeavors.

Zero in on your readers. Write as if you’re speaking directly to them. A blog is merely the medium (vehicle) to reach mass amounts of people. Make each one feel special and connected to you.

Now you know you’re A-B-Cs.

© Copyright 2011 Ragan Communications, Inc. | Get In Front Communications, Inc. All Rights Reserved.

Seven Ways To Fix A Social Media Mistake

Editor's Note: The following is a guest Marketing Mulligans post written by Dan Himmon, the principal at Hive Strategies, an Oregon-based social media consulting firm which works exclusively with hospitals and healthcare systems to engage patients on different levels. This piece originally appeared on the Hive Strategies blog, and later reprinted on Ragan.com. In today's day and age, social media mistakes are exceedingly common, both among small and mid-sized businesses and major, high-profile brands. So when a critical error in judgment or execution arises, what are the best ways to fix it, swiftly and efficiently? Himmon, who can be followed on Twitter at @hivedan, offers some excellent suggestion for mitigating social media gaffes of all varieties.

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In the fast-paced world of social media, it's bound to happen. You send a personal tweet from your company's Twitter account instead of your own. Or you post something on Facebook that you later realize was short-sighted or easy to misinterpret. Or there's always that unfortunate typo.

How do you fix a social media mistake?

Obviously, the best solution is not to make a mistake in the first place. But the fact is that, in spite of our best efforts, mistakes are going to happen. By planning ahead for the inevitable, you'll be able to act responsibly and move ahead.

A recent Mashable article by Zachary Sideman gives some excellent pointers. I've adapted some of his ideas and added a few of my own to provide some solid tips when you're faced with a social media mistake.

1. Respond As Quickly As Possible

In social media, particularly on Twitter, an hour or two is an eternity. Even if you're able to remove the content from your own Facebook page, it's still out there. If you realize you've made a mistake, respond as soon as possible.

2. Monitor The Response

By following your Twitter feed or Facebook posts, you'll see if people are reacting negatively and how seriously they are reacting. Take a few minutes to see how people are responding before framing your response.

3. Be Honest

Clearly, Anthony Weiner's claim that his Twitter account had been hacked was a sham, and it didn't take long for everyone to figure that out. Be honest. "I made a mistake when…" People always appreciate the truth and, as a bonus, it builds trust.

4. Apologize Appropriately

Some mistakes are much more serious than others, and as a result, some mistakes require a much more serious response than others. The problem is, when the mistake is ours, it always feels terrible. Take a moment to bounce the mistake off someone you trust for perspective, and then frame your apology with the right level of seriousness.

5. Repair The Mistake

If your mistake impacts someone else, take the right steps to repair the error, and then let your followers and fans know what you've done.

6. Move On

Once you've acknowledged the error, apologized, and repaired any damage, it's time to let it go and move ahead. In 99.9 percent of the cases, people will accept this and forget about it. It doesn't do any good to beat yourself up.

7. A Bonus Tip

A Twitter mistake is most likely to happen when you combine your personal and professional Twitter accounts on the same application. Consider separating them. For instance, you might want to manage your personal Twitter account on Hootsuite and your professional (hospital) account on TweetDeck. That way you're forced to navigate from one application to the other when you change feeds. It's an extra step, but one that could save you a lot of embarrassment.

The lesson in a nutshell:  Mistakes will happen. Fix them quickly and get over them.

© Copyright 2011 Ragan Communications, Inc. | Hive Strategies, Inc. All Rights Reserved.

Six Tips For Getting Your Product In A Movie Or On A TV Series

Editor's Note: The following is a guest Marketing Mulligans post written by Katie Morell, a Chicago-based writer and editor who frequently contributes to OPEN Forum, where this piece originally appeared. Ever wondered how different products and services ACTUALLY end up in theatrical films, and on cable and network television series? It's a difficult process called product placement, and it's big business. However, if you're a small business owner, you can still engage in this marketing practice, but you'll need to follow these tips.

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During a recent trip to New York City, I dragged my husband across town for one reason: to visit Magnolia Bakery. Why, you ask? Well, as a Sex and the City fan, my mouth had watered years ago watching Carrie and Miranda chow down on Magnolia’s cupcakes, and ever since, I vowed to try one myself.

So on a warm night in late May, we stood in line, chatted up a few tourists visiting with the same inspiration, bought our cupcakes, and feasted. I was in heaven. After all, I was eating the same pastry as the stars of my favorite show.

Think about this for a minute; In today’s rushed society, very few of us have time to watch commercials in their entirety—instead reaching for the fast forward button on our DVR — so advertisers have to get creative, and product placement is a great way to score face time with customers in a credible way.

How much did the Sex and City placement help Magnolia Bakery?

“Had that placement not happened, we would still just be a little bakery in the West Village; because that show was so iconic, we became a cultural icon ourselves,” says Steve Abrams, owner.

Since the appearance, which aired more than 10 years ago, shows such as Jimmy Fallon, Weeds and Saturday Night Live have also featured the bakery. According to Abrams, every spot developed organically.

“They all came to us — it really is a fluke, but now we are a part of culture in New York City and the world,” he says, adding that the bakery has locations in Los Angeles and Dubai, and is currently setting up a worldwide franchising model.

Understanding The Business

Small business owners can land great spots by developing their own strategic marketing plan (see tips below), or by hiring a product placement company to lobby studios on their behalf. Most companies that do this are located in Los Angeles — a few include C3B Hollywood, Hollywood Branded, and The Marketing Arm.

These companies are popular with big brands—such as FedEx, when the company landed a starring role in Castaway, Pepsi in Back to the Future, or Reese’s Pieces in E.T. Brands pay large sums of money to product placement companies and studios for such prime slots and there is a lot of competition.

Luckily for small business owners, little brands have an easier time slipping into on-air placements (and doing it for free), says Jennifer Berson, president of Jeneration PR, a Sherman Oaks, California-based public relations firm focused on fashion, beauty and lifestyle.

“Small products are less likely to compete with paid advertisers—for example, a show that has Pepsi as an advertiser will not place a bottle of Coke in a scene,” she says. Here are a few things to keep in mind when creating a product placement campaign:

1. Focus On Your Iconic Offering

Berson suggests looking at your inventory and zeroing in on a product that is uniquely yours (Magnolia’s cupcakes, for example). “Make sure it is something that sets you apart — your most popular thing,” she says.

2. Focus On Geography

This is a two-parter. First, if your product fits into the exact location of a TV or movie, you may have a chance of a placement. Second, if something is being taped in your area, offer your brick-and-mortar location as a possible taping site.

“Try to make the location consultant’s job easier by offering your location to shoot for free—it will help their budget and adds tremendous exposure and value to your store,” Berson says.

3. Contact The Right People

Finding the TV/movie product decision makers is easier than you may think. First, Berson recommends logging on to The Internet Movie Database, signing up for the Pro membership and searching for in-production movies and television shows that fit your product category or geographic location.

Identify the production company in charge and pick up the phone. If you have a hair care brand, for example, call the hair department.

“Tell them you are a huge fan of the show, you have a great hair solution that could be a good fit for the cast, and would love to send them your range of products for free; before you know it, you could be the hair brand of choice for Desperate Housewives,” she says.

Alternatively, call and ask for the prop master or wardrobe department, says Berson. Just offer your product for free and “they will happily take it; just make sure to offer two pieces for cases in which they have to re-film scenes,” she adds.

4. Promote Aggressively

After your product airs, promote the heck out of the placement. Using the hair-care example, secure a quote from the stylist of the show and use it in your sales and marketing materials, Berson suggests.

She also recommends sending out press releases to local press, posting photos on your website and alerting in-store customers to the placement.

5. Watch Your Capacity

Imagine this scenario: Rachael Ray promotes your product on her show and within 12 hours, you have 500,000 orders—about 450,000 more than you’ve ever had. If you have a plan on how to handle those orders, great. If you don’t, you have a big problem.

“If you get on something big, people will be looking for you and you need to know how to handle it,” Berson says.

6. Don’t Be Scared

Hollywood types aren’t as scary as they seem. You never know—a phone call could land your product in Leonardo DiCaprio’s next Oscar-nominated movie.

“Don’t be afraid; if you had enough gumption to start your own business, you have what it takes to pitch these people," Berson says. "Just remember that you are making their job easier and if they hang up on you, just try someone else.”

© Copyright 2011 American Express Company. All Rights Reserved.

23 Things Great Brands Do With Social Media

Editor's Note: The following is a guest Marketing Mulligans post written by Lisa Barone, co-founder and chief branding officer at Outspoken Media, Inc., an Internet marketing company that specializes in providing clients with online reputation management, social media, and other digital media services. This piece first appeared in Small Business Trends. Each and every social media campaign is different (obviously), but there are certain commonalities among high-profile brands that contribute to their success with programs of this nature. This piece explores those dynamics in detail, and outlines some best practices for you how you can adopt some of these elements for your company's social media marketing program. You can follow Ms. Barone on Twitter at @lisabarone.
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No one wants to invest time in something only to be mediocre at it. We want to be great. But before you can be great you have to understand what being great looks like. What are you trying to achieve and what are you aiming for? What do people who are great at X look like? Because before you can be better than them, you at least have to be equal. And that takes some understanding on your part.

Do you want to be great at social media? Well, below are 23 things that great businesses do in social media. Maybe you can help me and add to my list in the comments.

Ready?

Great social media brands…

1. Bring sexy back to word of mouth marketing.
2. Dedicate time to answering questions from customers, potential customers and people first learning about the brand.
3. Constantly poll their community for opinions, feedback, and criticism.
4. Make it a habit to highlight other brands that are doing cool things, even if they’re doing it outside of their particular industry.
5. Start conversations that others are scared to have.
6. Give their employees a unique voice and the permission to connect to others.
7. Regularly save the day.
8. Push back the curtain to give their audience a better understanding of how things work, why they work that way, and what the company believes.
9. Bleed company culture.
10. Use tools to monitor their social media activity and makes adjustments when things aren’t working.
11. Don’t take social media too seriously, but are too smart to view it as a joke.
12. Understand the importance donuts and share them regularly.
13. Don’t forget to tie offline events into what they’re doing online so there’s cohesion between strategies.
14. Track their brand name in social media and knows when to respond, how to respond and how to engage brand advocates.
15. Give us “the why” to go along with their social media calls to action.
16. Plan for social media as to not leave channels voiceless for long periods of time just because they’re busy.
17. Never, ever automate human interaction.
18. Understand social media doesn’t belong to just the marketing department, but the company as a whole.
19. Enter the waters with a social media plan to help guide their interaction and make sure they’re getting something for their investment.
20. Use their social media plan to avoid falling victim to Shiny Object Syndrome.
21. Understand that social media is the medium, not the message.
22. Pass on insights gleaned from social media throughout the entire organization so that the right people are hearing the right conversations.
23. Have clear social media guidelines so that employees know how to engage on behalf of the brand and connect with customers.

What else? What makes a brand stand for you you?

© Copyright 2003-2011, Small Business Trends, LLC. All Rights Reserved.