Successful small, local businesses thrive when they carve out their niche by catering to a local group of loyalists, develop deep relationships, and create customers for life.

Social Media has the potential for large companies to feel small and make each customer feel valued like local businesses have been doing for years.

My local dry cleaner

Each week when I drop off my dry cleaning at the local dry cleaner, the owner greets me by my first name. I’ve even seen the owner working out at the local gym and he still referred to me by my first name.

Making me feel valued and worth remembering

It’s one thing to see a customer’s vehicle pull into your parking lot giving you have a few moments to recall their name, it’s another to see the customer out of context and still remember their name.

It’s hard to explain how this feels as a customer to be remembered both in and outside of the business.

I have yet to feel this way after visiting or purchasing from a website.

Which is your social media strategy?

That of my local dry cleaner? Or something else:

There’s little in the relationship and loyalty department to be gained when your business’ Twitter account is for posting your cheapest products, your Facebook page is about acquiring the most followers, and your blog is filled with content designed for search engine rankings and not people.

Build a relationship, not a campaign

The point of Social Media is not to “build a list,” “go viral,” or “get impressions/mentions.” Social Media is not a campaign.

Social Media, done correctly, enables your business to intelligently connect with your loyalists to build deep relationships over time.

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Social media enthusiasts of the world often unite in the wake of internet riots with the “I told you so” speech and blog postings (present company included) about how a company or brand should have reacted to a social media meltdown. The latest debacle was made possible by Motrin with this :30 spot. 

Problem: You’ve alienated your target demographic

The speed at which a big brand like Motrin reacted was decent. Rumblings started over the weekend and by Monday afternoon, Motrin had this announcement posted on the homepage of its website (although several hours after the entire motrin.com site was not available):

Not sure what’s distasteful about the ad? Read the coverage:

http://blogs.forbes.com/sciencebizblog/2008/11/twitter-moms-si.html

http://www.web-strategist.com/blog/2008/11/17/motrin-mothers-groundswell-by-the-numbers/

http://www.readwriteweb.com/archives/motrin_bows_to_social_media_pr.php

How can this type of situation be prevented in the future?

In short, it can’t be 100% prevented. At the end of the day, even the best processes and procedures can fail and its why we live in a world of product recalls and warranty repairs. Dealing with a negative reaction to an advertising campaign is similar to a massive product recall — it’s all in how you react to the problem.

How should I react to an internet riot?

I jokingly refer to these types of situations as “internet riots” however I realize they are to be taken seriously otherwise they will spiral out of control — much like a riot.

While mommy bloggers certainly rallied and voiced their opinion to Motrin via blogs, twitter, and other outlets, we have to remember that there are other types of visitors to the site — visitors who, like me, had never seen the commercial and had no idea what “everybody was mad about” this morning.

Plastering an announcement on the homepage of the site is probably “good enough,” but not ideal. Here’s why the Motrin execution falls short:

1. The entire homepage announcement is an image and not text. This means Google and other search engines cannot index the contents of the image. This then means the message will not be searchable on search engines. As of this writing, “motrin moms” (the ad campaign’s main message) dominates search results and motrin.com is nowhere to be found.
2. The message on the homepage is not clickable — it doesn’t take me to more information on the product, status on when the rest of the campaign will be disabled, or even a way to contact Motrin.
3. How long will this message stay on their homepage? What if we need to refer to it at a later date after the initial groundswell as died down?

Instead, the following steps would have been much easier and faster to produce and maintain on an on-going basis:

1. Post a blog posting containing detailed information on what the problem is, what you’re doing to fix it, and make sure to have keywords in the article that are found in the referenced blog posts, tweets, and articles (no need to involve IT or web developers to update the site)
2. Link to the post on the homepage of the Motrin site (so it can be later removed without eliminating the content of the article!)
3. Post a tweet on twitter to the channel of the dialogue with a link to the blog posting
4. Openly accept comments (I like the reference to the feedback, although there’s no mechanism to contact Motrin from this message on their homepage)

What can I do to monitor whether or not a riot is brewing?

In late 2006 I outlined some common ways to monitor your brand online via this post. If you find a site that is not RSS-enabled, you can also monitor it with a service such as this.

Help “steer the ship”

Posting content to your own site and managing comments on it can help you “steer the ship.” The last thing you want is a situation like Motrin’s that continues to spiral out of control with blog entries and tweets that carry a negative connotation about the product or brand name. By funneling all attention about the issue (good or bad) through a blog post our your website, you now function as the central source of information.

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I came across IntenseDebate.com today and am extremely impressed as well as excited about this new service. The service provides blog owners the ability to install a plug-in on their blog which will centralize the storage of blog commenting, streamline comment threading, improve comment moderation, and encourage additional posting.

The problem I run into a lot when reading blogs is while I’d like to take the time to comment, I’m busy, and don’t often want to create a new account to post a simply reply. Plus, when posting in an established community and without “street cred”, it’s hard to feel like you’re adding value to a conversation if you’ve never posted before.

IntenseDebate.com changes this. As an end-user, I now have a centralized account and any blog that uses IntenseDebate.com for their commenting system, I can automatically comment and my profile on IntenseDebate.com will be shown, as well as other posts on other blogs I’ve made via my IntenseDebate.com account. It’s really quite impressive.

I’ll post a few quick comments below to display how it works.

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As the blogosphere ogles at the “success” of the “Elf Yourself” campaign, I find myself wondering if the old cliché “there’s no such thing as bad press” is true. While this particular campaign has been positive for Office Max, will it (ever) contribute to the bottom line? Or does this campaign simply go down in the books as “fun” and win an award?

The “Elf Yourself Campaign
Put together by Officemax, here’s the comparison of the ElfYourself.com demographics and Officemax.com demographics:

The above graph is for ElfYourself.com

The below graph is for Officemax.com:

Demographic & site analysis
Officemax.com hits the internet average for female and male visitors skewing slightly higher in the 55-64 and 65+ demographics. The ElfYourself.com campaign however is highly skewed towards 65+ females. We do see an obvious jump in traffic to OfficeMax.com during the same timeframe that the ElfYourself.com site has been running (presumably due to the coupons offered on ElfYourself.com when you click on the OfficeMax logo).

Will it translate to revenue? Time will tell.

PR firms focusing on “viral” vs. product
Switching gears from OfficeMax to my day job…it’s interesting seeing the campaign ideas we are pitched from marketing firms who aspire to earn our business. There’s an overwhelming amount of focus with online marketing, but in our industry (blinds & shades), is making it up the ranks of digg.com really going to translate to revenue? Many marketers think so and go out of their way to focus on links we receive due to PR, blog mentions, and diggs. Let’s step back for a moment and focus on digg.com’s demographics (courtesy of Quantcast):

Skewing higher than the internet average on the 25-34 Male demographic is not exactly the sweet spot for us when it comes to spending money on press that end up on digg.com.

Common sense in online marketing
Viral campaigns are fine — if they are targeted towards the demographic you are seeking as customers. digg.com is not a “mass consumer” demographic and should not be treated as one by marketers, but for some reason it is. This is nothing against digg. There comes a time when you have to ask yourself the “So, what?” question when a marketing pitches you a concept. With the viral success of the Elf Yourself campaign, be sure to ask yourself the “So, what?” question if a marketer comes to you with a great viral idea that does not pave a clear path to sales revenue.

Marketing campaigns can and should be measured in sales
Some marketing agencies are not held accountable to revenues generated from campaigns. Generating impressions is great, but if the campiagn cannot be tied directly to sales, then you should find a way to measure it. Every campaign we run is measured — sometimes we may not know the potential return (which is often the case testing new ideas/technologies surrounding promotions and marketing), so we measure it to see what the return is after the campaign is over with.

Your sales cycle may be a long sales cycle, so campaign “success” may not be measurable immediately — it could take weeks, months, or even years. If this is the case, plan your campaigns accordingly because the sales cycle should help drive the types of promotions that work for your business. OfficeMax seems to have played their cards right with the coupons/discounts on ElfYourself.com and the traffic spike to Officemax.com.

However, traffic spikes do not always equate to revenue — especially if the campaign is driving unqualified customers to your site. This is the one thing that many agencies fail to grasp in this new age of viral campaigns and del.icio.us, YouTube, and digg.com’s of the world.

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Sony is closing the doors on its ImageStation online photo hosting product. This is an interesting move and makes me wonder exactly how much money they were losing on this venture. Quantcast has ImageStation.com ranked at #2,994 with an estimated 790,000 unique visitors per month. With the combination of products (coffee mugs, calendars, etc.), premium memberships, and traffic to the site, it’s amazing that they are completely shutting the service down.

ImageStation has been around for quite some time and was always one of the larger sites funded by deep-pocket companies that we (SuperMotors) had to look at for competition and feature comparisons. I guess when you’re up against the likes of Shutterfly (4M uniques/mo), KodakGallery (7M uniques/mo), and Photobucket (16M uniques/mo), at only 790K uniques/mo, you are in a very distant 4th place. Not to mention the other services out there that offer photo hosting.

David vs. Goliath
This presents an interesting challenge for significantly smaller sites like ours without the deep-pocket funding. Is this a sustainable business model? How do you capture market share against companies offering arguably similar services? For us, being a part-time venture, the biggest challenge is finding the time to add value to the site and continue to improve it. We are sitting on several months of work that has yet to be launched due to the commitments of each of our collective day jobs.

At the end of the day however, we offer a very niche service to automotive enthusiasts. While photo, audio, and video hosting remain the core of the features offered, the added bells and whistles that make us unique will always set us apart from larger sites like the ones mentioned above. They cater to the masses and as a result, have to be generic in nature of their service offering. We continue to add services and features to the site that specifically support the automotive enthusiast.

Still though, it would be nice to have a name like Sony or Kodak bankrolling the operation.

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