Such a thing as a free lunch

They say that there is no such thing as a free lunch but I disagree.  I have more than once been invited to a briefing where the lunch was free, and remember an IBM seminar in particular where I gained useful information as well as enjoying free sandwiches and drinks.

But these are trivial examples.  The more important examples come in the availability of open source software.

This week I was sent a mail detailing all the great new features in Wordpress 3.4. I use Wordpress for a number of websites that I have created for myself and for my clients - for example, theaibs.tv for the Association for International Broadcasting and movingmarketing.biz for my own video marketing project.  I use it for free and take advantage of great features and they keep on delivering more.  Thank you very much Matt Mullenweg and others.

Since this post is created on blogger.com., I should also thank Google for their continual updates of this and their other properties, of which I take advantage.

Of course, most software companies do not offer the services out of the goodness of their hearts - they want to make money on the service somehow.  This is often by advertising or offering freemium services (entry level for free, pro versions that cost).  But many ask for subscriptions but leave it entirely up to the user to donate what they think is appropriate.   Lots of users, myself included, respond with voluntary payments.

Being offered a good product or service for free accompanied by a low-key request for donations, builds loyalty just as free lunches make you feel grateful.  We should all examine what we can offer for free that maybe just builds reputation and kudos.   If you have a passion and something to offer, it may be a healthy option to make it a giveaway - healthy for you and ultimately healthy for your business.

Social Media as a Part of Market Engagement

Social media tends to provoke one of two widely different reactions from business people - they either embrace it wholeheartedly and devote enormous amounts of time to it at the expense of other activities or they avoid it either out of fear or out of belief that it is just a fad which is a waste of time for them. This is particularly true of small businesses who do not have the luxury of appointing a person, still less a whole department, to manage their interactions with social media.

The reality is that social media can be valuable for all businesses but it is not a panacea to be pursued to the detriment of other tasks, and even other marketing. I have mentioned this before in a previous blog - http://rogerstonemarketing.blogspot.co.uk/2011/07/reality-behind-social-media-hype.html

Social media has tremendous potential as part, but not all, of your marketing engagement. To understand this, we must first understand what marketing engagement is.

For much of my marketing career, one major element of marketing was called marketing communication (marcom) but this was in the days when companies told customers and prospects what was on offer and the only communication back from most of them might be a negotiation on price, possibly a purchase and after that maybe one or two requests for service. Feedback on new ideas, new offers or even new marketing campaigns was done at best with a focus group or small survey.

But now customers and prospects not only expect more involvement and dialogue with companies but also are willing to be your advocates if they like your product or service and the way you treat them. So now one-way marketing communication has evolved to two-way communication with the aim of going beyond simple expressions of "Here's what we have to offer" and "Yes I'll take it / No, I do not want that" to engaging the attention of the market. Now it is about discussing how the offer and its message can be adapted to the needs of the prospects and how they can be enthused to tell others about their experience.

Social media is a great tool for this because

• you can find and address communities with particular interests, and build your own communities
• conversations can be rich in structure and include short messages, links to detailed material, photos, videos, podcasts, slideshows and webinars
• feedback is quick and direct
• the means for passing on the message about your product is built into social media software

But social media is not the only way to engage with the market. Customers still appreciate face to face meetings, go to conferences and events, read newspapers, listen to the radio and watch TV. So your market engagement mix should include all types of communication that are relevant and affordable.

In thinking about the effort you should spend on social media, you should first decide on the amount of time. effort and money (and the number of people) to devote to market engagement as a whole. Then you must decide how to divide this up into five different activities that make up market engagement:

1. Building and maintaining a shopfront: for most people this is not physical but a website or set of Facebook pages where the market can see who you are and what you have to offer.
2. Meetings and events: face to face time where you have direct contact with prospects, customers, suppliers and partners. You might also include video conferences or even phone calls in this activity as long as you obtaining a rich feedback from people's expressions, manners and voices to help build personal relationships.
3. Listening and joining in relevant conversations: this is done on sites such LinkedIn, Facebook, Google+,Twitter, popular blogs, and discussion forums. To succeed you need to be interested in your customers, so it is vital to listen to them and comment on what they say rather than hogging the conversation with your own opinions. People are going to engage with you and Like/Follow/Link with you if you are interested in them as well as if you have something interesting of your own to say.
4. Starting conversations yourself: when you have something to say, or even better when you want market opinion on a particular subject, then you can start a conversation, be it a Tweet, a post on Facebook or a topic on a LinkedIn group.
5. Publishing detailed information that shows your expertise in a particular area (whitepaper, blog posts, slideshow, how-to video, etc) or that explains your product and service in detail.

Decide how much time you have to do all these tasks and then set realistic goals for how often you can do each of them and stick to it. Better to follow one or two of the most relevant groups and comment every few days than follow dozens but comment so infrequently that you do not leave a lasting impression.

Marketing engagement is a vital part of your business. Nowadays it can often perform the bulk, if not all, of the task of selling. Social media is a necessary and fantastically useful element of this engagement, but it is not the only element so you have to balance the time you spend on it.

Week of scams and unwanted calls

This has been a week for scams and unwanted calls. It started with the common annoyance of a phone call from a company which I did not know asking about my energy bills. I questioned why they were calling me, since I am on the Telephone Preference Service (TPS) list and should not receive unsolicited calls, at which the caller just hung up. Short but disruptive.

Then there was a second caller saying they were from Car Claims and suggesting that I could claim compensation for a recent accident. I asked to speak to their supervisor to complain about the call, but was told that I could only call them on another number. The caller then coolly gave me an 0900 number which he said was free to call. I am pretty sure it would have cost me to try out. But it was the first time I have had this type of response.

The third episode involved a US company, Hamilton & Pricehouse, phoning me about some shares that I own They claimed to have an investor who wanted to make a hostile takeover and was willing to buy the shares at a price several times more than the quoted value. Although suspicious (if something sounds too good to be true, it nearly always is) I could not work out what the scam was and ended up discussing the offer for a while and giving out my email address to receive their information.

The information sent was just a non-disclosure agreement (NDA) for me to sign and send back, together with a request that I send details of my share holdings e.g. copy of certificate. The NDA would bind me but placed no restrictions on them and the share details could be used to defraud me. I also checked the website of the company whose shares were involved and it highlighted that this practice of unsolicited calls was going on and recommended a call to the UK's ActionFraud. So I have not sent back the NDA despite two phone calls from Hamilton & Pricehouse to chase it up, and I am waiting a call back from ActionFraud, so I can report what has happened. Also I hope to understand if it is a scam and how it works, so that I can be even more on my guard in future.

For jobs be aware of social media rather than beware

For some time now there have been stories about people, particularly youngsters, being identified in embarrassing social media entries ( videos on YouTube, pictures on Facebook or Flickr, blog posts on WordPress or Blogger, tweets on Twitter) which causes problems with their employers or, if they are still teenagers, could cause problems when they come to look for their first job. My wife and I have been telling our children for a while that they need to careful what they publish even when they are young, since it might come to the surface and count against them in five or ten years time.

But this article in imedia made me think again. It talks about employers starting to look at Klout scores and favouring those who score highly. Those who are active and engaged on social media are demonstrating their ability to communicate and to influence others, which can be important characteristics for some jobs such as marketing. This leads to the conclusion that it might be useful to be active in social media to give yourself an edge when applying for jobs.

Also the fear of embarrassing incidents from the past being visible on social media and being a major disadvantage in finding employment may reduce over time. We have all had embarrassing episodes in our past, but until recently they have only been seen by a few people. Yet the younger generation are growing up with a more open idea of what can or should be shared. In a few years, those hiring may well think it as normal that the embarrassing incidents can be viewed online as we now think it is normal that they happened at all.

So instead of telling people to beware of their social media profile and to keep it low, we should be telling people to be aware of their profile and raise it in the right way

First step provides momentum

The idea for MovingMarketing (as described on this blog on Monday http://rogerstonemarketing.blogspot.com/2012/01/movingmarketing.html) has been pinging around in my brain for a few months now and I have even started an alpha test producing a video for a company I know. But the distractions of other projects and a Christmas break have slowed my progress.

On Monday I pushed other projects to the side and registered domain names, Facebook and Twitter accounts. Small steps but they helped make me much more focused on rolling out the service quickly and effectively.

It's amazing how commitments (money, public announcements, telling family and friends or even just writing down your intentions) however small can create momentum and a positive force to move forward

MovingMarketing

MovingMarketing is a new project I have been planning for a while. Its focus is to provide all businesses, but particularly small businesses (SMEs) with a simple method of producing and publishing videos (and also podcasts) that promote their brand, views, product and services.

What will set my service apart from the many existing video production services which nowadays are affordable for small businesses is combination of guidelines for how to produce messages which have impact together with tools for producing videos (and podcasts) as well as for promoting them.

And of course, the use of social media to engage and involve customers will be a key element, as will the ability to harness the power and connnectivity of mobile devices.

There will be great deal more detail in future posts