Email and Event Marketing on Facebook Doesn’t Work

Outside of some close friends, one of the little known secrets about me is that I used to salsa dance. Not only did I enjoy dancing, I also competed in group and couples competitions. Like all enthusiasts, I subscribed to all the salsa lists to learn about upcoming events, lessons with outside instructors and more. Since I broke my ankle preparing for a competition (um, long story =), I’ve discontinued following the salsa activities and unsubscribed from all the lists. At least I thought I did.

Recently, I’ve started receiving notifications about these events, not through my email, but through Facebook. It’s getting so bad, that I’m on the verge of unfriending someone who has been sending me the most number of “event notifications.” In one case to be removed from a list, the response I received was: “however, please be advised this is a public event and it could be that one of your friends who originally received the invite from me extended the event invitation to you.”

Three Things to Consider Before Hitting Send on Facebook

 While the full potential of Facebook is yet to be tapped by marketers and businesses, here are some key considerations before dropping your email lists into Facebook:

1. Relationships Matter: The intrinsic value of Facebook is that friends are great filters for knowing what I like and don’t like. Make sure you have an established relationship before sending an email or invite to someone, which leads to
2. Permission Marketing: Seth Godin’s book is key to engaging people via online marketing. Make sure you received permission from someone first. If you’re seeking to migrate your email list to Facebook, then be transparent about what you’re doing. Personally, the best thing is to ask those on your email lists if they would like to be contacted via Facebook – this way, they opt in for your Facebook communications.
3. CAN-SPAM Compliance: While I don’t know what the legalities are, I assume that Facebook communications would fall under the CAN Spam Act with regard to commercial content. As stated on the FTC website:

“Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as ‘any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,’ including email that promotes content on commercial websites. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.”

As such, make sure to allow for peopel to easily opt out of future communications.

Conclusions

To my knowledge, there is no way for me to opt out of someone’s “marketing” communications. Rather, I have to go to each group or event to leave. This is frustrating as many times, I have not directly signed up for the initial communications. Ideally, Facebook would create a backend platform tool for marketers to manage these types of communications. Similar to existing email solutions, the communications platform would enable businesses to:

• Send communications to people who have opted in
• Manage opt out requests for individual groups/events or everything managed by that business
• Monitor response rates, unsubscribes and clickthroughs for the communications
• Provide trending reports, such as friend referrals, time of day opens, etc.
• And much much more

And for members, we should be able to filter out communications beyond just the spam button. For example, I do want to stay updated with my friend, I just don’t want all the updates regarding the next salsa class or bachata dance off.  What recommendations would you provide for marketers and to Facebook?

Social Media Marketing Strategy 101: Definitions

I had an interesting conversation with someone a few weeks ago about the definition of social media and social media marketing. I think it’s important to explore the definitions to ensure that we’re on the same page.

I posted this question to my different social networks and here are couple of responses that came back:

I would define social media and social marketing, as an attempt to connect with a niche portion of the population, which utilizes digital channels of communication. These individuals were formally unavailable and couldn’t have been harnessed through traditional marketing avenues. This day and age, it has become increasingly important to reach out to these individuals, especially in light of the expansion of social networking. Consequently, social platforms now grant businesses the ability to accomplish this with ease. By establishing more transparency and openness, companies can ultimately harness potential customers that were previously unattainable. – Ryan Schoenefeld via LinkedIn

akornblatt Social Media are the tools, Social Marketing is what you use Social Media for.

akornblatt Social media are the tools used in social network and social marketing, which are both unique as well

Social Media and Social Marketing Defined – Simply

While Wikipedia provides a fairly academic definition of social media, here’s my simple definition: Social media is when you and I use online applications, such as Twitter, LinkedIn, Facebook, etc. to create, share, and distribute content (e.g. Video, blog posts, etc.).

If Social Media is the tools, then Social Media Marketing is the toolbox. From my perspective, Social Media Marketing leverages social media to achieve key marketing objectives and engage in conversations with key constituents.

Conclusions

Based on these definition, my goal with these series of posts is to explore how organizations can leverage a social media marketing strategy to achieve marketing and communications goals. Like all marketing strategies, this requires different components to come together under this umbrella, such as public relations, lead generation, customer relations, analyst relations and more. Hence, I am changing this from “Social Marketing Strategy 101″ to “Social Media Marketing Strategy 101.”

Do you agree or disagree? Let me know.

Other Posts in the Series

• Social Marketing Strategy 101: Are you ready?

Social Marketing Strategy 101: Are you ready?

Previously, I highlighted how I used social media. After reading recent posts by Dave Fleet and Social Media Explorer regarding the social media marketing ecosystem and measurement respectively, I wanted to expand upon my thoughts about how to take social marketing to the next level.

One challenge for many marketers isn’t how to get started, rather it’s how to delegate your time to make the most out of your social marketing. This series of posts will look at putting a social marketing strategy together. And where relevant, I’ll add my thoughts in terms of how PR can leverage this information for their strategies as well.

While many may start strong with social media, these efforts may slowly stop without fully evaluating if you’re ready to embark on a social marketing strategy. Here are six questions to ask yourself before starting:

• Are your executives supporting you? While social marketing is being adopted by corporations, the question is whether your executives understand the value of social marketing to the business. Since results may not be immediate, you’ll want one executive sponsor who can advocate for the program and highlight the long-term benefits.
• What are your objectives? The tendency is to start setting up pages and accounts before fully understanding what your objectives are. Take a step back and outline what your goals are before setting up accounts.
• Where is your audience? Along with your objectives, evaluate where your audience congregates. Jeremiah Owyang of Web Strategist Blog calls this “fish where the fish are.”
• Do you have something to say? Getting started is easy. Maintaining the momentum is difficult. Do you and your company have something to say, consistently? If not, then maybe starting a blog isn’t the best venue for you but maybe slideshare.net where you can post occasional presentations and white papers.
• How much time do you have to dedicate to this? According to Exhibitor Media Group, 30% of marketing professionals spend 6+ hours on social marketing a week, with 10% spending 21+ hours. Do you have the time to monitor, create content and track metrics for your programs?
• Who’s doing the work? Ok, you’ve identified someone who has the time, but who is that person? Social marketing is an extension of your corporate brand. You need to have the right individuals in place to evangelize and steward your brand.

Conclusion

By answering the above six questions, you can develop the right approach that fits your company and time. What other questions should one ask before pursuing a social marketing program?

Optimize Your Tradeshow Presence

"conference hall" by shinemy via Flickr

Exhibiting and sponsoring at trade shows is an important component of the marketing mix.  While physical meetings and conferences experienced a hit in 2009, I believe that more marketers will return to physical events in 2010. Here are five tips to optimize your trade show presence:

Media Alert

Consider issuing a media alert (a smaller version of a press release) one to two weeks before the conference. The purpose is to highlight your participation at the event, why attendees would want to visit your table or booth, and highlight any executives speaking at the conference.

Announce News

Consider announcing significant news at the conference to drive buzz about your company. The news can be a game changer such as a new product, partnership or customer.

Media Outreach

While some conferences will provide you with a media list, don’t completely rely on this as your single source for media. Research local reporters, analysts and bloggers who may be interested in meeting with your executives to learn more about your company.

Social Media

While social media provides marketers more opportunities to directly connect with customers and prospects, it’s critical to engage in the conversation and use it as a listening tool. Monitor the conference hashtag to identify key conversations, consider posting event summaries to your blog or update your Flickr page with images from the show floor.

Consistent Messaging

From the person staffing the booth to your key sales person networking the conference show floor, ensure that everyone is consistent on the key messages you want to communicate at the conference. I recommend creating a one-page cheat sheet that you review with everyone before the conference begins.

What other tips do you have for optimizing your tradeshow presence?

Are You a Crazy Marketer

I was speaking to a friend the other day and we both joked about “Crazy Marketers.” After being in-house for four years now, I now understand why marketers may seem crazy to agencies. Here is a quick 5 step quiz to determine if you’re a crazy marketer or work with one:

• Scatterbrained: Your attention is split among 100 different projects, all equally important in terms of priority. If yes, give yourself 5 points.
• Constantly Changing Decisions: You make a decision but change it days, if not hours later. If yes, give yourself 5 points.
• Your To-Do List Never Goes Down: You start your day at 6 am, write dozens of emails, take just as many calls and yet, you still haven’t addressed any to dos. If yes, give yourself 5 points.
• Everything is a Fire Drill: You seem to run from fire drill to fire drill with all deliverables due yesterday. If yes, give yourself 5 points.
• Diplomacy is the First Thing to Go: You start each conversation with, “I’m just going to be direct….” If yes, give yourself 5 points.

Now add up your score:
0-10 – Seek therapy
15-20 – Increase therapy to three times a week
20-25 – Too late – You’re crazy!

How did you score? Are there other symptoms of a Crazy Marketer?