The
Savvy
volume 1 :: may issue :: 2010
new courses p2 :: savvy article p3 :: savvy girls p4 :: savvy case study p5 featured offer p6 :: marketing article p7 :: social media article p8 :: savvy tip p9
getting ready to
Ready. Set. GO!! page 3
helping you integrate social media into your marketing The theme for May is integration– one of my favorite topics! I have a MA in Integrated Marketing Communications, so the concept of integration is near and dear to my heart. I firmly believe that successful longterm marketing initiatives require strong integration strategies and implementation. Think of your favorite marketing campaign–can you come up with at least 3 integrated elements? It may be advertising, social media, sponsorship or more! When Candy and I conceived the idea of The Collective Savvy, we quickly determined that integration coaching was an essential element in all of the services we offer. It’s not an addon; it’s how we encourage others to move forward in their marketing for branding and messaging consistency. We build off the idea of integration in everything we share with our followers, “likers,” and clients and hope you are able to use some of these ideas to maximize your marketing efforts!
Ready to integrate? Good for you! Now it’s about to get exciting! This part of the process of marketing is often the most time-intensive, and sometimes you may feel as though it’s a bit overwhelming. I encourage you to be persistent...double-check your strategy, get your imagery together, create your accounts, and integrate all your on- and offline touchpoints. A good marketing + social media strategy is extremely important, but once that is in place, implementation and follow-through on the strategy is what gives successful businesses the edge! Did you know that this is the year that most businesses are boarding the social media train? We all know we should be doing it, but then the obstacles appear: “How exactly should I use it? How will I know if it will work? I don’t have time to be on the computer all day long!” We can help you navigate these obstacles, whether through customized, practical training or by coming alongside to help you implement your strategy! Ready...Set....GO!!
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Courses + Training
Social Media Courses, Social Media Bootcamps, + Private Coaching
New courses announced for May!
We are excited to offer four new courses on social media and marketing! The classes are held at the Community College of Denver’s Auraria Campus. Limit of 11 students per class. Purchase just one class or several!
Questions? Contact us today! Candy: 303.947.5527 â– Cassie: 720.244.3503 info@thecollectivesavvy.com
How to Integrate Key Social Media Sites ($50)
Choose 1: Thursday, May 6, 20, or 27 from 9-10am This 1-hour practical overview will help you understand the connection between leading social networking sites, plus see how businesses and consumers are using them.
Ready to learn? Visit our site to register!
How Higher Ed is Using Social Media: Case Studies ($75)
Other training options in the works: Social Media Bootcamps! Ready to get started on Facebook and Twitter? Wish you could spend a weekend with experts who would help you set up your accounts the “right way” and teach you how to use it effectively for business? Join one of our bootcamp weekends and spend two intense days with us! You’ll learn: • How to set up Facebook Pages and Groups and build a fan base • How to set up Twitter and build followers • How to understand everything that’s happening on Twitter so you can begin to see patterns and effectively use this amazing tool in your marketing efforts • How to customize and link Twitter and Facebook to carry your brand throughout Plus: leave the weekend with your accounts fully set up and operational, armed with a specific, ready-to-implement-right-away strategy for using both sites effectively in YOUR business! Contact us today for more information about these incredible weekends!
Choose 1: Thursday, May 6, 20, or 27 from 10:30-11:30am This 1-hour practical overview for higher ed professionals will help you understand the quick and easy ways colleges are using social networking sites, plus an evaluation of what works and what doesn’t.
Facebook Marketing: How to Customize + Integrate ($215)
Choose 1: Thursday, May 6, 20, or 27 from 12:30-3:00pm This 2.5-hour hands-on workshop (includes 30 minutes Q+A) will help you get a jump start on using Facebook for your business.
How to Use Twitter for Business ($50)
Choose 1: Thursday, May 6, 20, or 27 from 4:30-5:30pm This 1-hour hands-on workshop will help you understand the complexities of Twitter and how to start using it for your business.
New! The Savvy Bar We’re preparing our newest training opportunity and would love your feedback! We would like to hold once-monthly ask-anything-you-want 1-hour sessions with Cassie and Candy, plus occasional social media geniuses from Denver and beyond! $5 cover charge, held at a local restaurant. Sound interesting? Please tell us what you think!
Can’t make it to Denver? Contact us about bringing these classes directly to your location!
Get Savvy Over Lunch! Don’t have much time, but want some quick-hit strategies for integrating social media into your marketing? We’re still prepping for these quick-and-dirty training sessions.
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Private coaching now available at an hourly rate of $200, 2-hour minimum.
getting ready to by Candy Rice
Ready. Set. GO!!
On your mark... So you’re done planning and are ready to implement your social media integration. What’s next? Or as Trish, a friend of ours, asked recently, “I set up my Fan page...now what do I do?” First, double-check these items: 1. Quickly review your market research to remind yourself who your target is, why they buy what you sell, and that your branding and message strategy is appropriate. 2. Ensure that your database is clean and as up-to-date as possible. Schedule time each quarter to keep the list current. 3. Gather all the graphics you’ll need for your custom tabs and profile images. 4. Set up your social media accounts, preferably when you have a chunk of time to dedicate to it in order to be thoughtful and have time to maximize the informational areas that are included with your page or profile. Carefully choose your page and profile names, as they often cannot be changed should you mis-spell them or decide later on that another name is more useful or appropriate. If, like Trish, you’re wondering how to implement your social media strategy, here is a quick-and-dirty checklist just for you:
• Include your logo and overall branding (colors, URLs, and “feel”) on your website, blog, Facebook page, Twitter page, LinkedIn company page, YouTube channel, and any other social networking site that your business is using. • Link your Facebook Page to post automatically to Twitter, or if you prefer to post via Twitter, ensure that you are set up to automatically post to Facebook. Register for a vanity URL for your Facebook page once you reach 25 fans.* • Link your Twitter feed to your LinkedIn profile. Link Facebook to your YouTube channel. Finish customizing your profiles and pages. • Install a blog application on your Facebook page to automatically feed your blog onto your page wall. Add a Facebook badge and Twitter widget to your website and blog, and add Like/ Follow Us buttons to each of your online touchpoints. • Add Like/Follow verbiage (and the supporting URLs) to each of your print and electronic marketing pieces, your newsletter, stationery, business card, and every marketing piece you have. • Begin posting according to your strategy, taking care to follow rules of etiquette for the site(s) you’re using. Don’t stop posting! There’s nothing worse in social media than giving visitors that “empty store” feeling when they arrive at your super-amazing page only to find that no one has been posting there!
So why is social media integration so important? Well, just as in any well-coordinated effort, the more cohesive the overall experience the better! When people arrive at any of your various online touchpoints, they should instantly be able to identify that they are on your page. When your branding and messages are the same across your website, blog, Facebook page, Twitter page, and more, your business appears credible and current, which often plays a major part in whether a customer chooses your company or someone else’s. We love helping businesses reach their goals–and we’d love to help you achieve yours! Check us out on Facebook, Twitter, and our website and contact us when you’re ready to plan and implement.
* We recommend having your posts go FROM Facebook TO Twitter so that you can avoid being suspended on Facebook for spamming by posting too frequently in a 24-hour period. Since Twitter doesn’t mind how frequently you post, you can always tweet separately beyond the Facebook posts that will show up there automatically when linked. If you’re not sure how to do this, call us and we’ll set it up for you in a few, short minutes!
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Savvy Case Study
The Savvy Girls, Colorado Integrating questions with practical how-to and answers.
The Savvy Girls are making their way onto the social media scene this month. We are proud to introduce this sophisticated team and invite you to ask these sassy ladies your social media marketing questions! The Line-Up. Marketing Madi–a practical marketing professional, bent on educating folks to apply marketing basics to business outreach, she likes to chat about marketing challenges, creative ideas for stylish campaigns, and sensible implementation. Social Media Sami–a new media professional who loves talking about what’s new in social media and how to use it to leverage your brand, her posts are full of tips, tricks, and tools you can use in your integrated marketing efforts.
LinkedIn Lola–a natural connector who loves to link you to LinkedIn strategies and applications, she knows the latest and greatest info that will leave you eager to implement.
Second, The Collective Savvy was founded on the idea that information is meant to be shared. We operate on a “pay it forward” mentality and while we are in business to make money, we enjoy watching people “get it” when we are working with them.
YouTube Yolanda–a YouTube wonder consumed with moving messages, she will ensure that you know how to take your brand viral! Why The Savvy Girls? First, we are asked many questions about practical social media application and integration: questions vital to the success of companies moving into social media, as well as great for insight into topics for our social media classes and posts. The questions are real, they are relevant, and they sometimes force us to learn about something we haven’t explored before.
And finally, we have a lot of theories and ideas about marketing integration and want to explore them in a broader sense through white papers, notes, blog posts, and more. By separating out the Q&A component, it allows us to place a distinct focus on this element of our business. Consider it the social education side of research and development!
So how can you benefit? 1. Check out The Savvy Girls Facebook page at facebook. com/thesavvygirls and let them know if you “like” it. 2. Prefer to get your info via tweets instead? Follow them at twitter.com/thesavvygirls. 3. Post your questions at either site mentioned above! Don’t be shy–there are no dumb questions, and if you are wondering, someone else is too! Like what The Savvy Girls do? Share this article with friends and encourage them to “like” or follow too! The Savvy Girls are marketing experts, but their Q+A sessions will probably answer plenty of social media questions for nonmarketers too! Know someone who needs a firm to help them out with their marketing? Let them know about The Collective Savvy! We are happy to work with clients anywhere and in practically any industry. While our focus is on marketing + social media integration, we can assist with a variety of marketing services.
Facebook Fiona–a Facebook fanatic, her status updates are all about making sure you know how to make Facebook functional for your business. Twitter Tori–a Twitter freak who tweets about Twitter tweaks, she will teach you how to make your marketing snap in 140 characters or less.
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Contact: Cassie 720.244.3503 Candy 303.947.5527 info@thecollectivesavvy.com by Cassie
Good through May 31, 2010!
Wondering what your brand is “saying?” Not sure if your print pieces are playing nicely with your website, or your email newsletter with your blog? Imagine having two savvy marketers anaylze your brand’s face to the world, then telling you candidly what we think and providing you with solid, ready-toimplement strategies to gain more clients and business! As spring sets in and summer approaches, the urge to freshen up our homes and businesses abounds. During the month of May you can save more than $200 on our Savvy Spring Freshen-Up package! This heavily discounted package is perfect for a quick freshen-up!
Featured Offer
What you get: 1. We do a brief evaluation of your external marketing/social media/email efforts, plus your website/blog and print marketing pieces. 2. Then we spend an hour with you (either in person or over the phone), sharing our recommendations and strategizing with you.
Savvy Spring Freshen-Up Package
Have your brand reviewed and get recommendations + a 1 hour strategy session!
Ready to get started? Call or email us at info@thecollectivesavvy.com to get started!
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Marketing Article Wade in These Waters With Care Excerpt of an article by Marketing Profs at www.marketingprofs.com
“In March, MarketingProfs ran an article about brand flubs in social media, starring Southwest Airlines and Heinz. Read the tale. Now we discuss a third brand’s stormy social life: Nestle. Recently, Greenpeace, which raises awareness for ecological issues in provocative ways, released a video of a guy snacking on a Kit Kat, then dripping blood from his mouth onto his computer. The punchline was an appropriated take on Kit Kat’s slogan: “Give orangutans a break,” pointing to how Nestle purchases palm oil from enterprises that destroy rainforests. Greenpeace encouraged Facebook users to change their avatars to a version of the Kit Kat logo, modified to say “Killer,” and then to message Nestle. The result? An unexpected deluge of complaints. And, sad to say, Nestle’s less-than gracious response apparently made people even madder. In the weeks
that followed, the harassment intensified, and Nestle fell silent. Not a bestcase scenario by any means. So, a quick message to marketers: Keep these points in mind should the socialmedia waters turn choppy: When people attack, don’t see it as a siege. See it as proof of their desire to trust you again. Nobody wants to live in a Kit-Kat-free world, but people do want to be able to eat them without feeling guilty. Be open about your behind-the-scenes stuff. Apart from saying it will try to be 100% sustainable by 2015, Nestle hasn’t said much on the palm-oil situation. Worse, people don’t feel it’s doing its best because they have a basis of comparison: Cadbury gave up using palm oil in 2009 in “a few weeks” following similar outcries and protests. Show your human side. When something goes wrong, it’s OK to share your mistakes, regrets and your desire to grow. Example: Steel firm ArcelorMittal is baring its crisis woes in the latest season of its online Web series. The Po!nt: Don’t just dive on in. The social-media seas can be stormy ones. No matter how inviting they appear, be prepared for a lurking tsunami—and focus on a positive response should one hit.”
“If you want to leave your footprints on the sands of time, you’d better be wearing work shoes.” -Pat Williams
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Orland Magic VP and father to 19 kids
If you have it,
flaunt it!
-Anonymous
Social Media Article 10 Tips for Integrating Social Media Into Your Marketing Mix Excerpt of an article by Lucy Beer at www.smbceo.com
“For most small businesses, social media should be one weapon in your arsenal–not your entire marketing strategy. Look for smart ways to integrate social media into your current marketing efforts. Just like any other tactic, it has its own benefits, advantages and shortcomings–you can’t rely on it for everything, so play to its strengths. Here’s [sic] some tips for smart social media integration.
To speak and to speak well are two things. A fool may talk, but a wise man speaks. -Ben Jonson
English Renaissance playwright
“Don’t fear your competitionuse them to learn and grow.”
-David Pelletier
Canadian gold medal ice skater
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1. Always connect the dots–link back to your website from all your social media profiles. 2. Where possible back up the contacts you make on social networks. Myspace recently acquired and promptly killed Imeem leaving millions of users without access to the contacts they had developed on that network. Social media is fragile in this way. 3. Social media is a mid/long term process–so if you need fast, short-term sales, try bulking up on your SEO or PPC efforts instead. 4. Social media is not an infomercial–if you try to hard-sell on social media you’ll shoot yourself in the foot and lose the opportunity to connect with your audience. Build trust and reputation and over time your audience will tolerate the occasional smart promotion that has real value for them. Social media is not about pushing your product/service at anyone.
5. Social networking has not replaced email marketing! Don’t neglect your email marketing campaigns, and in fact use social media promotions to generate more email subscribers. 6. Be strategic–analyze why you are on the networks you are on and if they are right for you. How can you use them for best effect? For example, Facebook is great for data mining so make the most of the demographic info you can get from your fan Page and use that info to craft more social media promotions as well as offline offerings. 7. Be cohesive with your other marketing efforts. For example, if you are also doing an SEO campaign, look at the keywords you are targeting there and utilize them in your social media efforts. 8. Your job with social media is to find & serve your community and make yourself valuable. If you didn’t start your business because you want to provide real value to people, chances are social media is not for you. 9. Monitor online conversations about your brand and assess what people are happy with, or not happy with. Can you use this feedback to improve your services? Or improve the way you communicate your message? You can also use social media to respond appropriately, or provide customer service. 10. Don’t forget you are a community member as well as a business owner - encourage feedback and discussion amongst your community and participate!”
Savvy Tip “Like” The Savvy Girls
“Dislikes”: the smell of wet dog and idle chit-chat.
The Savvy Girls now have their very own Facebook and Twitter pages! Get to know Marketing Madi, Social Media Sami, and the other girls on Facebook at facebook.com/ thesavvygirls and on Twitter at twitter.com/thesavvygirls.
And don’t forget the other Savvy Girls! They are knowledge experts and can’t wait to share some practical, hands-on information with you!
These girls are sophisticated, savvy marketing professionals, here to answer your questions on marketing + social media integration, plus provide helpful tips and share insights: make sure you hit the “like” button to keep up on all of the latest news! Social Media Sami–Sami is the social media sophisticate. She loves talking about what’s new in social media and how to use it to leverage your brand! “Loves”: shopping, travel and trying new technology. “Dislikes”: wasting time and slow internet connections. Marketing Madi–Madi is a practical marketing professional, bent on educating folks about smart marketing application. “Likes”: travel, research, and stylish design!
Facebook Fiona–a savvy Facebook pro; she “likes” so many things!
Learn more about us online! www.thecollectivesavvy.com
Twitter Tori–a smart Twitter pro; she follows the bird! LinkedIn Lola–a sophisticated LinkedIn pro; she is well-connected! YouTube Yolanda–a sweet YouTube pro; she is always in motion! Of course you’re always welcome at www.facebook.com/collectivesavvy. “Like” us and get regular updates about using social media for your marketing efforts! Oh, and if you like what you see, Suggest us to your Friends!
Candy: 303.947.5527 Cassie: 720.244.3503 like follow connect
info@thecollectivesavvy.com
facebook.com/collectivesavvy twitter.com/collectivesavvy linkedin.com/companies/collective-savvy facebook.com/thesavvygirls twitter.com/thesavvygirls
How can we help you?
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• Marketing + Social Media Strategy • Marketing + Social Media Management • Marketing + Social Media Newsletter • Design + Photography + Copy Writing • Marketing + Social Media Training