Let’s face it, social media is about conversation. It is about spreading a message, an idea or a story. But at its foundation it is marketing, because what is marketing but spreading an idea, a story or a message.

Unfortunately, most people are spreading manure and pumping up their own egos. How many were not very good at traditional marketing? Ego doesn’t work well in marketing because it isn’t about YOU, it’s about THEM. The Client. The Customer. The Ratepayer. The Prospect.

Marketing is about getting attention. That’s why people talk about eyeballs and the number of followers or some other metric. It is about Engagement and Listeners. Jeffrey Gitomer asks, “Would you rather have a loyal wife or a satisfied one?”

The same with your followers. Sure, 10K people following you strokes your ego, but if no one is listening or responding or re-tweeting or commenting, what’s the point?

There is a story about 1000 customers being profitable. And 2000 customers makes you lots of profit.

There’s also the mental limit of about 250 – that’s about all the people we can effectively remember and engage with. People with a network of more than 5,000 will tell you it’s possible but I’m going to stick with you can have a Rolodex of thousands, but can only maintain a relationship with about 250.

That brings us around to sales: in sales, it’s about the relationship. They have to like you and trust you to buy from you in most cases.

We forget in this digital age that pre-Internet, PR, marketing, advertising and branding were not always done under one roof. There are still many firms that just handle publicity. Still others only handle branding; while others just do advertising. It’s all under the Marketing umbrella, but they are different arms of that octopus.

Remember too, that in traditional advertising, there was a media buy component and a creative piece. The creative piece was the charge to come up with the campaign – whether it was the story board for the commercial (TV or radio) or the billboard and newsprint ads. The firm created the story that would resonate with your target audience. (Unless it was just a cool ad to win an ADDY, which also happened. A lot.)

The firm would do the media buy for a commission to get your ad on the radio – on the right radio station that hit your demographics; or on the right TV channel, on the targeted TV show, aimed at a targeted demographic. Or the same with a newspaper or magazine ad: who is the target demographic and what do they read.

We seemed to have forgotten all that in the online marketing world. We don’t story board or check where the demographic is or target like a sharpshooter. Instead, we aim for numbers and noise and throwing spaghetti against the wall to see what sticks. If you are going to spend the time, the effort and the money, do it right. The Internet has a long memory.

Case Studies of Social Media – a collection by Peter Kim. [Master list # 3]

SMB companies are finding that they are losing money on social media because it takes much longer than they thought. (see WSJ article)

On B2B Social Marketing: ‘Asked to rate the effectiveness of specific social media sites in their marketing efforts, more than one-half of respondents said that Facebook was “extremely” or “somewhat” effective. Somewhat fewer said the same of LinkedIn, and just 35% considered Twitter effective.’

Bonus: 48 Guerrilla Marketing Tips.

There are a number of factors that go into web design, including why are you building the web site? That’s first and foremost. Why? To sell something? An online brochure?

It can not be all things to all people because it will end up being nothing to anyone.

In an upcoming session in Orlando, we will be examining websites for design flaws. But luckily we will tell you how to improve it!

Seth Godin would say that is your lizard brain yelling at you. It’s creating excuses, throwing up obstacles. I say, “Just do it.”

You can’t write, but you can if you practice. You can if you are writing about something you believe it. (You believe in your company’s products and services, I hope.)

You have to make time. Marketing costs money or time. Either hire a marketing firm or schedule some time – regular appointments when you are freshest is best.

What do I write about? I have answered this numerous times. Tell stories about your customers, your community, your industry, your employees, your charity. What do you talk about at networking events? Write a short post about that. (It’s a place to start!)

You are a lousy writer – now. With practice (and maybe some editorial help) you will get better. But to do that you have to get started!

If you don’t want to write — audio and video work too!

Here are the Top 3 Online marketing Assignments

1. Have an overall plan for the entirety of your online marketing.

2. Have a plan of attack for each platform.

3. Execute by scheduling time.

In some ways, all of your online messages should be aimed at one theme. An editorial calendar to let you know that in January you will be talking about this one subject or charity or purpose all month in some way across the online world. In February or in the second quarter, it can be another theme or subject or case study. Or it can be the same one all year long.

Note: You want to be speaking about the same keywords across all platforms to tie you to that keyword. (Usually we call this SEO, search engine optimization).

When you have disparate internet properties – more than 1 domain name for example or you blog on wordpress – you have to find a way to tie the properties together. Maybe it’s a blog roll box, a contact page, an about us page, a where-to-connect box, etc.

Note: This is linking it all together. Your theme based on keyword(s) will tie it all together.

Many companies want to be everything to everybody. That’s fine if you are GM, Subway, Nike, Coke or McDonalds – and have their marketing budget. But you don’t. So the more finely tuned your message is, the better.

The more targeted your message is to a very specific audience, the cheaper and easier it is to market to that niche.

Gary started in retail at the age of 6 with lemonade stands. That’s right: plural. He had others working for him over the summer. He understood early that business is about eyeballs.

We agree on 2 points:  (1) Storytelling is the key to business. (2) Social media is just a marketing tool like the printing press. It isn’t about the tool; it’s all about the story to the market.

Gary says that if you don’t get Twitter or Facebook, get over it because millions are using it. That’s where the eyeballs are, so you better be there. But doing what? It isn’t about Talking. It’s about Listening. (Which btw is a huge lesson in sales. Two ears, one mouth; listen twice as much as you talk

Too many businesses draw a line in the sand. You have to see trends and go with the flow. “Business is  a game of change.” If billions are on FB – but more important, if your target market is on FB or Twitter – then you need to be there to. Listening, engaging, telling your story. The World Wrestling Entertainment is about storytelling. Disney and Pixar are all about stories. Branding is about the story that the consumer has heard about your brand – the sum total of story, experience, WOM (word-of-mouth), and emotional tag. How you feel about Dunkin Donuts or Nike is the branding.

Another point he made has been made by Seth Godin: You have to know what business you are in. During Q&A (which was half the night), Gary kept asking people these questions:

• Who are you?
• What are you selling?
• What’s your story?
• Where are you going?
• What are your expectations?
• What do you expect to happen?
• What do you want to happen?

His answer to most questions was Content. That translates into Personal Branding online. Buy the domain yourname.com. Start a blog. Video, audio, text – doesn’t matter. Start producing content (and stories) about what you are passionate about, what you have knowledge about. But do it in your own voice. This is your online presence, your home on the Internet – just 15 years old but changing everything everyday.

He spoke over and again about Transparency. Basically, be authentic, because if you aren’t, you will be caught and outed. In a similar vein, remember that everything is recorded for posterity today. Cameras are everywhere. Everything you put online is permanent. If you aren’t authentic, it will come out.

When it comes to What are you selling, be Honest with yourself. It’s okay for it to be about the Benjamins. Just make certain that you know what you want and expect, so that you know where you are headed.

Gary Vee’s BHAG is to own the NY Jets. It’s what guides his actions. Having a seven month old child may have changed that just a little bit. He’s all about “Crushing It” – working smart and hard. He works 19 hours per day. (He is cutting back to 15 now). What’s yours? What guides your business decisions? What is  your Goal or Vision that keeps you motivated?  (It’s a key part of the equation).

Note: Lack of self-esteem and laziness is destroying business value.

Gary mentioned that WOM converts to a sale 70% of the time. Advertising converts 12%. Today, with online personal branding your job is to create fans, who will spread the word (re-tell your story) about your business to prospects, who will become customers.

We are becoming more connected and more documented every day. So the days of chasing the quick cash might be coming to an end.

Gary thinks the Wal-Mart Era is almost over and it will become the Niche Era. We will win next. Oops! There will be 2000 to 8000 of Yoga Chicks in your area. You better have the skills and the work ethic to beat them. YOU are the Differentiating factor.

Here’s why Gary thinks the Zappos story is so important: because it is the story about how Culture and Service won (not price). Zappos cost more than other online shoes stores, but the Culture was to make the customer happy. That won out (when its competitor, Amazon bought Zappos for $1B)

The other thing to notice is that customers are going through an Expectation Shift. Instant Customer Service will be expected or you will become a commodity (and lowest price will win).

BTW, that social media thing? It takes time to work, so be patient.

UPDATE:  Fellow Tampa blogger, Deana Goldasich, has  a great write-up about the Gary Vee talk here.

“”I believe that one of the key things that keep small businesses small is that the owners maintain a small business mindset. For many, being small is just fine. They don’t ever want to be anything more than a mom and pop operation. But others dream big and want to see big goal accomplished but continue to struggle to “make it big.” They can’t ever seem to get over that hump that propels them out of small-time territory.”

“If you don’t want to be a mom and pop operation, or you want to be more than the small business you are, then it’s time to start thinking not like the small business you are but like the bigger business you want to be.”

The author then goes on to talk about Online Marketing. (I am bringing in a team to present on that in-depth in Orlando in March, 2010).

What it doesn’t talk about is even more important: Marketing 101. It all starts with the Goal. What is the goal of your marketing?

Be specific. To get sales is way to general.

1. What are you selling?
2. Who are you selling it to?
3. Why should they buy it from you?
4. How can I reach my target market?
5. What will I say to them to get them to buy/contact us?

Doesn’t matter if this is online or offline marketing. The same questions apply. The answers should be all about the Customer Experience, not about some feature.

Think about how restaurants advertise. Carrabba’s radio ads describe a recipe of a delicious main course that is available for a limited time. It paints a picture. It tells a story. It has a call to action (go to Carrabba’s soon before it’s gone). McDonald’s uses a similar ad for McRib. Limited time. People love them. Come get it.

The hype with Online Marketing is that it is easy and instant. Not really. It is certainly trackable and measurable. But easy and instant notsomuch. (Nothing is).

Back to the opening paragraph, what is your Goal, your vision for your company? It’s November with December fast approaching. I will be spending a day reviewing 2009 and planning my goals for 2010. How much revenue do I want to make? How will I make that revenue? Where will I find my customers? Where do I want to speak? What will the follow-up look like?

I suggest that you take the time to review your year and plan for 2010. If you need help, call our office at 813-496-2122. Thank you.

“With a presence on Facebook, Twitter, Delicious, Flickr, and the NuVox YouTube Channel, these social media networking sites act as an effective outlet for releasing information to key audiences.”

XO uses social media too. Corporations announcing that they use social media is not news. Do you announce a new PR campaign? The truth is if your company isn’t using social media to market, find prospects, and reputation management – then you are missing out. Social media is a way to enhance word of mouth marketing and to pay attention to what is being said about your brand/company.

Need help with your social media strategy, call our office at 813-496-2122.

Free Twitter Ideas that Will Engage Customers and Build Loyalty. One message: “Think tactical, get tactical.” Main message: Engage people, it’s about being social.

10 examples of creative Twitter uses. You can certainly learn from these examples.

Even Sprint is mentioning Twitter in its new ad campaign.

Social media impact is hard to measure – like, say, reputation management. But as @unmarketing says, “How do you ROI or measure your other business relationships?”

Right now, a social media experiment for a company would cost about $20K. But in 18 months to 2 years, it will likely cost 10x that. Get in now. Experiment. Fail. Try again.