| Beth Harte | asks | Would you use traditional marketing to promote your social media efforts and vice versa? If so, why? If not, why? |
Jun 24, 2008 -
08:55PM
| Beth Harte | asks | Would you use traditional marketing to promote your social media efforts and vice versa? If so, why? If not, why? |
| frankmartin | says | Traditional in the way of TV, mail, Radio? Probably not. |
| frankmartin | says | To me, social media is a new marketing medium that was derived from new technologies and platforms |
| AmberCadabra | i might, if i was trying to engage non social media people and try to get them to try something new |
| AmberCadabra | bridge building, as it were |
| frankmartin | says | But then, social media is not an end in itself - but a means to an end. For me, more marketing research business |
| frankmartin | says | and marketing consulting |
| frankmartin | says | so I use it to demonstrate my prowess (or total uselessness) in connecting with audiences |
| frankmartin | says | and building a brand or an image |
| frankmartin | says | just a POV!  |
| Connie | Don't know if I'd use traditional media to push ppl to social media, but don't think social media should be divorced from overall mktg plan. |
| KDFrawg❤ | says | I love that the newspaper publisher I built a site for did multi-page spreads in all four papers for the web site. |
| Connie | The Mack pointed out a new McDonald's campaign & I finally saw the TV spots. The ad points viewers to a MySpace page created for campaign. |
| AmberCadabra | i think that in order for traditional media to thrive for the long term the lines are going to have to continue to blur |
| frankmartin | says | we will keep seeing them used in tandem, with traditional media shrinking and new media increasing at least for awhile |
| frankmartin | says | and myspaz is so 2005 |
| KDFrawg❤ | says | It worked, too. The day we opened the site we got more visits that he prints newspapers. |
| Connie | AGREES (get me that verb, Plurk!) with frankmartin. Traditional media is having to shift to new media in order to survive. |
| AmberCadabra | kdfrawg i think that's super proof that people WILL pay attention if you give them something interesting to pay attention TO |
| frankmartin | says | kdfrawg - cool story. Were tehy trying to build permanent traffic to the site? |
| Connie | Advertising dollars are shifting to online media. Don't have stats at my fingertips, but it's dramatic shift. |
| AmberCadabra | i think Forrester just put out a report that it's 15 to 30% in the last year alone |
| KDFrawg❤ | says | Yes, we are. Hits went down after that first couple of days, but they are climbing up very near that on a steady basis every week now. |
| KDFrawg❤ | says | Does anyone have a good study (that they trust) of local ad rates on newpaper Web sites? |
| frankmartin | says | sounds like they get it. The Roanoke Times was congratulating itself the other day because it had a Twitter Account |
| frankmartin | says | And we were now able to follow RTEditorial on Twitter. Sigh...  |
| Connie | says | KDFrawg, you can check my del.icio.us bookmarks. I think I've got tags for both newspaper and advertising. |
| Connie | was | researching that about a year ago so not sure how current the info will be. |
| AmberCadabra | frankmartin good case study for what NOT to do, in any case |
| Connie | says | I just found out my local paper in Austin is on Twitter. Sending links to news story. I've clicked thru a couple of times. |
| DebInAustin | asks | is "The Mack" like "The Donald" (Trump)? |
| frankmartin | says | www.tns-mi.com/news/09112007.htm check this - they just call it "Internet"  |
| KDFrawg❤ | says | I even have the 60-something owner (ex radio) doing podcasting! |
| Connie | asks | Deb, did you see Steve Woodruff's hysterical blog post about mackcollier today? I'll have to dig out the link if not. |
| frankmartin | says | ambrcadabra - exactly |
| KDFrawg❤ | says | Thanks, frankmartin. |
| frankmartin | says | kdfrawg - multiple kudos man, that's impressive. Cool |
| AmberCadabra | connie oh do send the link. Wanna see. |
| Connie | loves | this post by swoodruff, is.gd/EEp - a must read for a great laugh and insight into mackcollier |
| acnatta | says | looks like I've missed yet another great conversation... |
| DebInAustin | says | Connie i will read the post. Also, what I have been trying to do is help people incorporate SM into their marketing plan, where appropo |
| DebInAustin | says | does Mack really Plurk over dial up? |
| KDFrawg❤ | says | This is a little weekly newspaper empire in southern Kansas, but I'll bet we're getting more hits down there of anybody except Cessna. |
| acnatta | says | the folks here in Birmingham have been really getting into using SM to push their traditional media |
| acnatta | says | all of our TV stations have Twitter accounts and the local paper has one too |
| AmberCadabra | connie Oh lord, but that made me laugh. I'm totally digging that and keeping. |
| PlurkingPoppa | answers that he would if he thought that it made economic sense |
| DebInAustin | says | wow, that's awesome about the local news adopting SM. Denver was really slow. They created their own stuff, but not very good. |
| acnatta | says | it's been great to see them really get into it - my hyperlocal was the first one to use it and it helped us get more readers too |
| Connie | says | Deb, no Mack doesn't plurk over dial-up. Steve's post is a good-natured spoof of social media "experts" like The Mack. We're all pals. |
| frankmartin | says | that was good! Thanks connie |
| Beth Harte | thinks | this is a great thread so far. My thought was to use direct mail to my target audience to invite them to engage on a blog or join a netowrk. |
| acnatta | says | it is definitely more of a broadcast method - like what MackCollier said last night, but it's really helped us talk to each other more |
| Beth Harte | thinks | *network* Would that be ineffective? Would it be better just let the word spread virally? |
| acnatta | says | they're already on the web, you may as well focus your effort to hold them here |
| Connie | says | It's interesting to see newspapers and TV stations adopting social media. They don't always know how to use it effectively, but trying. |
| frankmartin | says | bethharte if you know your audience is connected that might not be a bad idea - say - the local AdFed Club |
| DebInAustin | says | I wish more orgs would put their website and/or SM site link on their print stuff. I am amazed at how much collateral I see w/o link printed |
| acnatta | says | the word will spread organically depending on who's in your initial network |
| Connie | thinks | some of them may never "convert" to social media, but others will. |
| DebInAustin | says | hopefully it will reinforce it. |
| acnatta | says | it is, but I'm thinking only at the very beginning - eventually you want your existence on the web to draw more traffic |
| frankmartin | AGREES with Connie |
| Connie | says | I've used HTML email newsletters to drive traffic to web site using a service like Constant Contact. |
| frankmartin | says | I have used CC, but use Blue Sky now |
| acnatta | says | it's quite successful |
| frankmartin | says | All designed to drive traffic to Home site |
| DebInAustin | says | a couple of my clients use CC and it seems OK. |
| acnatta | says | about to use Facebook and MySpace to publicize a concert that the site's putting on, driving them to the blog to get additional information |
| DebInAustin | says | Frank what made you switch to Blue Sky? |
| frankmartin | says | bethharte - if you DO use direct mail, pay careful attention to your landing page. Develop a hook. Make them sign up |
| Connie | says | I like Constant Contact. Haven't used Blue Sky. Tried iContact but don't like their templates. However, met their CM in NYC recently. |
| DebInAustin | says | acnatta I used Facebook & myspace to promote a fashion show for the Library here and it was a blow out. The success was in getting kids to |
| frankmartin | says | debindenver - more robust capabilities, faster and I really loved their platform |
| DebInAustin | says | invite all their friends and reinforce the invite. It worked, we had to turn people away. |
| AmberCadabra | agrees with frankmartin about the landing page. better tracking that way too |
| Connie | says | I think it's interesting that iContact is building a community around their service and has designated a community manager. |
| DebInAustin | says | thanks Frank! I will check it out. |
| frankmartin | says | where is juliedarling now? |
| acnatta | says | that's what I'm hoping for again DebInDenver |
| frankmartin | says | debindenver - chris brogan uses that one too. Love it. |
| acnatta | says | we used MySpace to launch the site and we're going back to doing regular messages to drive traffic to certain stories/pages |
| acnatta | says | been using iContact myself - been happy with it so far |
| DebInAustin | says | Connie I am going to try and set that graphic as my wallpaper. |
| DebInAustin | says | acnatta I liked that I could look at a kids page and see how many people they had invited, who was coming, who wasn't, etc. |
| acnatta | says | the problem I'm running into here DebInDenver is the level of usage here in town of SM tools by most folks |
| DebInAustin | says | acnatta is there a way to use this as an opportunity to teach them how to use it? |
| DebInAustin | says | OK, success! I have the graphic from the post on "The Mack" as my wallpaper now!!! Do I have to pay royalties to anyone? |
| frankmartin | says | acnatta - hear you, man. Roanoke makes Birmingham look positively cosmopolitan |
| acnatta | says | DebInDenver that's what we're hoping |
| acnatta | says | frankmartin, that's interesting... scary but interesting |
| DebInAustin | says | acnatta what was interesting about the show was that while we used myspace & facebook to promote the audience was all ages. |
| Connie | says | DebinDenver I doubt swoodruff would charge royalties but I'm sure he would get a kick out of knowing you did that. |
| acnatta | says | that's something I've found here too - it's a lot wider of a demo than folks criticizing me expected |
| Beth Harte | asks | you are all still finding success with e-marketing (e-mails in particular)? That's interesting to me. |
| Connie | says | DebinDenver that is interesting that using MySpace & FB resulted in audience of all ages. How did you motivate them to invite others? |
| Beth Harte | shares | I thought open, CTRs, etc. were plummeting. |
| DebInAustin | says | it helped that a few of the models in the show and the designers were already on there. I contacted them with reminders frequently and |
| DebInAustin | says | sent them press clips from local press. If it had just been me posting on the two sites, this never would have happened. |
| frankmartin | says | bethharte less success but it's a windmill I'm still charging |
| Connie | says | But everybody uses email. So there is still a place for email newsletters. |
| DebInAustin | says | Also, we partnered with The Fabric Lab a consortium of you local designers who are pretty connected. |
| acnatta | it's just making them aware of what's going on first so you can use everything in your arsenal to draw a crowd  |
| Connie | AGREES w/ frankmarting (again). Email newsletters may not produce the results they once did but are still useful for moving ppl to online. |
| Connie | says | Well, that would be frankmartin. |
| DebInAustin | says | link to fashion show vid |
| acnatta | the open rate is insanely high too |
| acnatta | better than I thought I'd get |
| acnatta | emails are a form of technology that everyone gets - sometimes just because it's flashy doesn't mean that we've got to use it *smirking* |
| frankmartin | says | debindenver - rockin' video! |
| DebInAustin | says | the Denver Public Library never looked so cool! 1st floor was VIP seating. 2F was general admission. It was such a blowout! |
| acnatta | sometimes I still think some folks go for too many bells and whistles |
| acnatta | sweet DebInDenver |
| DebInAustin | says | that event got us some great press and led to large corporate sponsorships for this year's event. |
| frankmartin | says | bethharte up to 122 now. GREAT question! |
| DebInAustin | says | what blew me away though, was how news about the show traveled around the internet. Stories from the Denver Post got picked up by news |
| Connie | asks | DebinDenver Have you written a case study on the fashion show? I'd love to read one and quote it in presentations. |
| DebInAustin | says | outlets online and spread all over. One of the models was from Russia, so I found her blog which others in Russia linked to. |
| AmberCadabra | DebInDenver absolutely cool! And agree with Connie, we'd love to share your success story |
| acnatta | so we're enjoying our second Plurkshop in two days - cool! |
| DebInAustin | says | hmmm...I did do an elaborate media track on it, so have that. I could write something up I suppose. It is a great story. |
| DebInAustin | says | I like it that the Plurkshops are spontaneous. Great question bethharte! |
| AmberCadabra | DebInDenver i'll blog it, too |
| frankmartin | says | connie and acnatta are RIGHT on. SM is ALL about people. Not technology. Technology helps us connect with and build our communities |
| frankmartin | says | just like the plow helped grow more food |
| Connie | says | DebinDenver You really should write up a case study. Businesses are desperate for examples that show it really works & how it's done. |
| DebInAustin | says | OK. Give me some time to put it together. The best story about this is that the Library has ZERO mktg dollars. So this was totally free. |
| DebInAustin | says | It was just my time. |
| acnatta | it's all about identifying the right tools to reach your target audiences |
| AmberCadabra | we should schedule a plurkshop, but let the topic be spontaneous. or by community vote. i'd LOVE that |
| acnatta | DebInDenver that sounds like the best part of all! |
| Connie | says | frankmartin Every single time I speak I either start or end with the same line: "Technologies change. People don't." |
| Beth Harte | says | frankmartin, make them sign up to participate in a blog? Isn't that counterintuitive to blogging? Is that like being closed off? |
| frankmartin | says | and debindenver, I'll blog and tweet and trumpet and shout from rooftops if you do! |
| DebInAustin | says | frankmartin this really did build community for the Library's Fresh City Life program. They had enjoyed some success, but this is a new lvl |
| DebInAustin | says | does anyone have a sample of a case study they like that I can use as a template? |
| AmberCadabra | DebInDenver best ones outline problem, process and brainstorming, execution steps, results |
| frankmartin | says | bethharte participate in what way? Receive? Write? No I think we have to be permission based, but I'm not sure you're asking that |
| Beth Harte | says | acnatta....a 10% CTR, WOW! I am jealous! Who is your audience again? |
| Connie | says | I just wrote a very short case study. You can find it on my blog, everydotconnects.com - I looked at more detailed samples too. |
| frankmartin | says | debindenver "cool" will do it every time |
| acnatta | it's was supposedly to be young professionals in Birmingham, AL - we were trying to do a Gapers Block type site here... |
| acnatta | it's become a much wider demo - more of a tech-savvy group of followers of what's happening in town |
| Connie | says | But I'm not sure I bookmarked the samples I liked that I borrowed from. Should have done that. |
| DebInAustin | says | rats! I keep getting bumped and can't read all your responses  |
| acnatta | we've got most of our local Chamber leadership reading & some folks in the mayor's office |
| DebInAustin | says | Thanks for case study advice everyone. Ambercadabra same process I use for mktg study, so no prob. Will check connie's too. |
| acnatta | DebInDenver we've never done a formal traditional ad campaign for the site |
| DebInAustin | says | connie good call on an acnatta case study. |
| acnatta | about to try one in the coming weeks that will still lean heavily on SM |
| acnatta | I'd be willing to do that |
| acnatta | I got into blogging for fun and have learned a lot more than I thought I would |
| Beth Harte | says | frankmartin, you mentioned having a landing page and sign-up, I think you might have meant e-mktg, not blogging. |
| acnatta | it's getting conversions that I need to get better at... |
| DebInAustin | says | that's the best way to get into something new. I wish I had started blogging sooner! |
| Beth Harte | shares | I am working on a SM/Mktg plan template for myself... |
| acnatta | as long as you engage those subscribers in conversations |
| AmberCadabra | I think many of us do. but i'm fond of remembering that this space is HUGE yet and we all have nowhere to go but up! |
| frankmartin | says | bethharte - yes, exactly. The important thing is you have to give them something to DO when they arrive at your page. |
| DebInAustin | says | I made sure I put the e-mail subscription option at top of my page since many of my readers are new to RSS |
| sonnygill | late to the party but my initial thoughts are I'd rather go with a more targeted approach than broadcasting through traditional media. |
| Connie | AGREES w/ DebinDenver. Must offer email subscription. RSS is still intimidating for so many people online. |
| DebInAustin | says | yes. I am surprised how many e-mail subscribers I have. Someone mentioned me at a PRSA travel conference and I immediately got 40 new e subs |
| Connie | says | Or using MySpace and Facebook for same purposes. Both DebinDenver & acnatta have done this successfully. |
| DebInAustin | says | hard to believe that e-mail is now "traditional" marketing. The senior citizen of the SM world! |
| AmberCadabra | bethharte are you building your template yourself? would love a peek at what you're doing and happy to share mine too |
| frankmartin | thinks | it's funny that email marketing can now be called "traditional" |
| acnatta | scary isn't it DebInDenver |
| AmberCadabra | my blog is an infant, really, but I get more email subs than RSS for sure |
| Connie | DebinDenver I spoke at a PRSA conf. & they are still very heavy into email & I found out at workshop Fri just how hard it is to teach RSS. |
| sonnygill | ah ok - apologies then. Wanted to chime in before diving into the comments thus far |
| DebInAustin | says | AmberCadabra what's your blog url? You should put it in your Plurk profile. |
| frankmartin | says | Gotta run now folks - report to finish FABULOUS question bethharte |
| AmberCadabra | indeed I should! soon to move to WP when i get my shiznit together |
| DebInAustin | says | yeah. I decided not to join PRSA, still a little behind. One of my clients went to that conf and gave me a shoutout. She is awesome! |
| AmberCadabra | oh nice, it made the text a link LOL |
| Teeg | says | I just wrote an article (not published yet) about e-mail not being dead. Mainly it depends on who your target audience is. |
| AmberCadabra | thebrandbox.blogspot.com |
| DebInAustin | says | good luck with the report frankmartin! |
| AmberCadabra | nite frankmartin and thanks for sharing your tweeple |
| DebInAustin | says | thanks Amber! Looks great. I am working on my web site now, will likely switch to WP after that. |
| DebInAustin | says | Teeg I don't think it is dead, I just find it funny how it seems to becoming less "nimble" in the eyes of many. |
| Connie | says | Good night, Frank. Thanks for your valuable (as always) input. |
| Beth Harte | shares | re: e-mail mrktg...I can do landing pages w/my CMS...but for some reason (gut maybe?!) I was thinking trad. DM...a series of postcards. |
| Connie | says | Hi, Teeg. Agree that email is not dead and depends on target audience. |
| Teeg | thinks | sometimes we get focused on the on-line world because we live so much here...and forget most others don't. |
| Beth Harte | says | night frankmartin! Thanks for being a part of tonight's Plurkshop! |
| AmberCadabra | wait...what? They're not ALL here? Shoot. I am. they should be. |
| DebInAustin | says | Teeg I am very conscious of that so many communities I have worked in spend a lot of time talking to themselves and I think of that often |
| acnatta | definitely a useful tool - like I hinted to earlier - we're looking at doing posters and handbills in the coming month. |
| Beth Harte | says | teeg, excellent point. I think my target audience does not, except for Director level and above. |
| DebInAustin | says | my MA is in cross-cultural communication and everything I learned there applies to this field. It's a new culture. Which is why I like |
| Teeg | was | reminded of that last week. Someone asked what I do and got a dazed look in their eyes when I tried to tell them.  |
| DebInAustin | says | the digital natives project. They need a digital immigrant project too! |
| Connie | with strategy thrown in, but few delve into hands-on instruction on how to actually get online and do this stuff. |
| DebInAustin | says | so many people don't know the term social media yet. |
| Beth Harte | says | ambercadabra, I'd be more than happy to share...I was going to post the template on my blog for comments when I am done. Consider it open. |
| Teeg | has | also noticed that a good way to share with non-tech savvy groups is to put quotable items in the e-mail. They'll share them for you. |
| acnatta | a little too heavy nowadays |
| Beth Harte | asks | debindenver...really? Because I feel so behind the eight ball. |
| AmberCadabra | I love the workshops that show you how to DO. |
| acnatta | I'm going to start calling myself a common sense consultant I think it's the best thing to call us social media folks |
| AmberCadabra | and those are the kind I prefer to teach, too. more fun to see the lightbulb go on than cram people's heads full of stuff and leave |
| MackCollier | says | CRAP!!!! You guys have done it again, I went to read my feeds and you've started another killer convo, gonna have to save for later |
| acnatta | we still know when traditional outreach can work better - just thinking out loud though |
| Beth Harte | says | debindenver, the video is awesome!! |
| acnatta | hey MackCollier - how's it going? |
| Teeg | calls herself a SM explorer. Most can relate that to history so it doesn't sound quite so out there. |
| DebInAustin | says | I can't take credit for the video. Just getting the people there. Chris, the event orgranizer has amazing taste in music! |
| AmberCadabra | mackcollier welcome back to the fold! slacker. |
| Connie | says | woo hoo. The Mack is here. Yeah, you've missed it buddy, we're having a great plurkshop tonight. Very good ideas here. |
| Teeg | says | Hi Mackcollier |
| DebInAustin | says | MackCollier I have "The Mack" graphic as my wallpaper now. How is that for hero worship? |
| MackCollier | says | believe it or not, I just today finished the convo you and Deb had from the other night, going to have to save this one too and come back |
| Connie | says | AmberCadabra I **love** watching those light bulbs go off. Gets me energized. I'd much rather teach than "present." |
| DebInAustin | says | holy cow! I still need to go read last night's convo. |
| AmberCadabra | connie i swear sometimes i'd do it for free if i didn't have a mortgage. |
| acnatta | last night's was incredible |
| Connie | says | I usually just call myself a communications consultant, even though most of my work is in social media. Still a new term for most ppl. |
| Beth Harte | asks | because I target techie types, I think they know about blogs, forums, etc. They just don't know about mine. So my thought was DM or e-mail |
| Connie | says | Amber, I've done it for free, to get established, but those days are gone. Got too many bills to pay. But I do enjoy teaching. |
| Beth Harte | asks | hola bumpkin from 'bama! |
| Beth Harte | shares | I love to teach too, I want to have an SM Workshop here in Philly. I think it would be well received. How to do it? Through SMC, I s'pose |
| DebInAustin | says | I was debating the teaching thing. That is an option for me right now, but I am worried about positioning myself as only a teacher. |
| Beth Harte | shares | I am a marketing/PR adjunct at a local univ. I teach trad. and continuing ed. LOVE IT! |
| Beth Harte | asks | mackcollier & ambercadabera to get back here from Twitter! |
| acnatta | same here AmberCadabra hehe |
| Connie | DebinDenver I rarely refer to it as teaching. It's training & I do it on-site for clients or in workshops. A small part of consulting biz. |
| acnatta | are they tweeting? |
| AmberCadabra | I'm here, I'm here! |
| DebInAustin | says | Connie I use that term too. I need to think about it. It has to help lead to other work. Denver is just kind of traditional and I want |
| AmberCadabra | mackcollier's all PO'd because he keeps getting kicked to the bottom of the convo when trying to catch up |
| DebInAustin | says | to avoid pigeonholing myself. |
| Connie | says | DebinDenver Presenting at seminars does give visibility; I consider it marketing. And SMC has been great for referrals. |
| Connie | says | If I wasn't dead tired, I would summarize the key points from tonight's plurkshop and blog them w/ links to everybody's blogs. |
| Connie | But I'm fading, and that ain't gonna happen. |
| DebInAustin | says | I have done presenting at Ec Dev group meetings lately and that has been great for business. I enjoy that and the feedback. |
| Connie | says | If somebody else does it, let me know and I'll tweet/plurk the link. These conversations have info worth saving & revisiting. |
| AmberCadabra | connie i'll volunteer and post it first thing in the AM |
| DebInAustin | says | thanks AmberCadabra! |
| AmberCadabra | can i just use the url that's on screen now, or how do I get the perm address for the conversation? |
| DebInAustin | says | look to bottom right says "plurk page" |
| seerysm | says | here it is: www.plurk.com/p/poqy |
| Teeg | says | thanks AmberCadabra. I'll replurk and tweet too |
| Connie | says | AmberCadabra I look forward to your post. Plurk the link to it as soon as published. |
| AmberCadabra | fab. I'll bookmark and post tomorrow. |
| DebInAustin | says | same here! |
| AmberCadabra | will | do! |
| acnatta | says | I'm looking forward to the recap. |
| Beth Harte | asks | I guess this is a wrap? |
| DebInAustin | says | yeah, although I don't think these things officially "wrap." |
| DebInAustin | says | they just fade into the sunset... |
| acnatta | says | hehe - quite true |
| acnatta | says | it was fun though - see y'all next time! |
| AmberCadabra | GREAT stuff tonight Plurkshoppers. |
| DebInAustin | says | High Five everyone!  |
| Beth Harte | says | need to re-read this in the AM! Excellent pluckshop all! Have a good night. |
| Beth Harte | says | *pluckshop* You know what I meant...  |
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