Great employees make great companies. If you’re doing it right, your greatest asset is inside your doors already. They are your internal customers aka, your employees. I recently had a talk with Brian Fanzo (@iSocialFanz) of Broadsuite about how your employees can be a vital part of your social media marketing strategy.
Brian’s Digital Marketing Mantra
It’s important that you find ways to show you care. Here are some things you can do:
- Create content that solves a problem
- Ask someone how their day is going. Speak to your followers without selling to them
- Do what you can to make their day better
Do not simply listen to what people are saying, hear them, react to them… and then drive action. #RonR
— Ted Rubin (@TedRubin) August 22, 2014
Take a great piece of content and utilize it across multiple social networks and in multiple formulas. For example, you could take a video or podcast and turn it into a blog post and then make an infographic and then make a slideshare. Of course you can share all of this across your social media platforms. You will reach a broader audience this way without the need to come up with tons and tons of new content.
Here is a recent article from Broadsuite with more about upcycling: http://broadsuite.com/explaining-content-upcycling-what-you-need-to-know/
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Like I mentioned earlier, your employees are your greatest asset. Brian suggests you engage your employees and let them be active participants in spreading your message.
The PGA is a great example of this in action. They go out of their way to show pictures & insights from inside the tour. Social Media Manager, Lauren Teague spoke at Social Fresh East where she explained how she asks their employees to “be a fan.” If you were a fan, what picture would you post? Her team took all of the pictures and put them in one place so the social media folks could share.
Use internal stories to relate with your community.
Brian shares the story of Zappos their weekly #InsideZappos chat on Twitter. Employees share tips & tricks — It’s like an internal meeting shared with the public.
So, how do you go about convincing management to open up and let the employees be spokespeople for your company? It comes down to trust and education.
- Understand and be prepared for mistakes
- Have a plan of action for when mistakes happen
- Create a culture of collaboration & teamwork
- Understand & teach people the advantages & upside of transparency
Brian will be speaking more on this topic at the Employee Advocacy Summit on September 15, 2014 in Atlanta.
Getting Started with Social Media Marketing
I asked Brian how he suggests small businesses get started with Social Media.
Set Goals: What are you trying to accomplish? Do you just want your family and friends to be able to find you? Do you want to run campaigns that give coupons to loyal fans? Are you trying to get people to share pics or check in?
Listen: Listen to what your customers are saying. Listen to what your competition is doing. Listen to what the brands you enjoy are doing.
Don’t assume certain social media is right for you. Listening helps dictate the right platform for you and your customers.
Gary Vaynerchuk’s book Jab, Jab, Jab, Right Hook encourages us to be different and stand out from the noise. There are around 1.2 billion users on Facebook. At a glance that seems like the place to be. The thing is, other marketers are thinking the same thing … the space is getting crowded. There are 40 million users on Vine and 60 million users of Snapchat. There are also less marketers meaning you may have a better chance of reaching your audience there.
Take time to listen and engage with your audience. How much time? Well, that is different for everyone. You may be able to spend 30 minutes in the morning, 30 minutes at lunch and 30 minutes in the evening. Use time that is otherwise wasted — what are you doing while waiting at the doctors office or waiting for a to-go order at a restaurant? Take that time to scan your feeds. It doesn’t cost any money to hit like or retweet. It shows you care and are listening.
What you invest in it is what you’re going to get out of it.
Use Listening and Productivity tools to make your job easier. See the Episode Resources below for a list of Brian’s recommended tools.
If you have a question about digital marketing for me or a future guest, let us know at https://bjsmith.co/ask.
About Brian Fanzo
Brian classifies himself as a Social Technology Evangelist. Like his Twitter profile says, he talks fast and tweets faster … I believe it with over 50k tweets in the last two years. He was recently named the 34th most retweeted digital marketer on soical by SocialFresh and Leadtail. Adding to his accomplishments, just this month he was selected as a top 25 Social Business Leader by the Economist.
Brian has over 10 years experience managing, deploying and training enterprises and small business on technology solutions ranging from cyber security, community management, internal collaboration, digital marketing, video conferencing and social business.
Today, Brian is the Chief Digital Strategiest and Partner at Broadsuite. Inc where he focuses on leading Community, Brand Evangelism and employee advocacy programs for enterprise tech companies and small businesses.
He’s not only a busy marketer, but as busy family man as well with 3 girls under the age of 5.
Brian is about Pittsburgh sports as you can tell by watching his videos because he has a Terrible Towel hanging up behind him. He’s also a bit of a technology geek and Apple Fanboy. And lastly, when he can Brian enjoys playing poker and hockey … which I’m guessing is almost never with 3 girls under 5.
Connect with Brian and Broadsuite
- Twitter: @iSocialFanz (Brian Fanzo), @MillennialCEO (Daniel Newman)
Twitter Chats & Google+ Hangouts
- The Social Selling Hour (Twitter & Google+; #SShour) – Mondays, 4:00pm Eastern, 1:00pm Pacific
- #iSocialTalks (Google+ & YouTube)
Recommended Twitter Chat tools
- Book: The Social Employee : How Great Companies Make Social Media Work by Mark and Cheryl Burgess
- Book: Jab, Jab, Jab, Right Hook : How to Tell Your Story in a Noisy, Social World by Gary Vaynerchuk
- Book: Youtility : Why Smart Marketing Is about Help Not Hype by Jay Baer
- Social Listening Tool: Mention
- Social Listening Tool: Brand24
- Content Curation Tool: Scoop.it
- Productivity Tool: IFTTT
- Tools for Documenting Wins
ALS Ice Bucket Challenge
For more information about the ALS Ice Bucket Challenge and to see videos of me and a few of my podcast guests taking the challenge, check out the article here: https://bjsmith.co/als-fundraiser-goes-viral-ice-bucket-challenge/
In the show, I mentioned that I would donate the money I receive from the next 45 minute One-on-One Digital Marketing Coaching Session. The first paid sign-up I get between August 22, 2014 and September 5th, 2014 will qualify and I will donate the $297 fee to the ALS Association or American Red Cross. The fee must be paid to me so that I can donate the money or be paid directly to ALSA.org or the American Red Cross with proof of donation. I will post here when it is done. I will notify anyone that signs up for a coaching session after the donation has been met and give them the opportunity to back out before paying if they so choose.
Remember, this is not about me or my service. I want to encourage you to donate by giving you a coaching session in exchange.
I’d love to hear what you thought of this episode and what YOU are doing with your Digital Marketing Strategy. Leave a comment below to keep the conversation going! Reviews mean the world to this podcast. The more reviews and high ratings we get, the more likely we are to appear higher in the search results on iTunes and Stitcher. They also help me to improve the podcast because I read every one. Leave your review today! If you have a question that you would like answered on the podcast, head over to my Listeners’ Questions page. Be sure to tell me the name of your website or blog so it can be mentioned on air. Thank you for all of the prayers, love and support!