Why Canned Blog Content = Disaster

I recently heard about a couple "blog services" that attempt to translate the concept of syndicated (i.e., canned) print products into the social media realm. Because the same exact content is used by multiple businesses, the cost is low. An easy, inexpensive way for a busy small business owner to have a “social” presence, say those who offer the services. Great idea, right?

Wrong. Very, very, very wrong.

I don’t care how cheap the service is; posting the same blog content as dozens of other businesses is an enormously costly mistake. It is a mistake that will not only harm your brand's public perception, but one that is in violation of Google’s duplicate content policy and will kill your Google ranking. Add to that: when this “cheap” fix inevitably fails, it could deter you from trusting blogging and social media as a marketing tool… which would ultimately have a devastating effect on your business growth and revenue.

Unlike syndicated print, blogs are not produced only for a local market. While the reader of a local syndicated print product is unlikely to see the same print content from a competitor 1,000 miles away, a blog reader can (and probably will) search a subject, finding results in real time from around the globe. A blog is also, fundamentally, social. And social means—first and foremost—authentic and engaging.  A blog is personal for your business—a place to share your unique expertise, your unique product or services, and your unique point of view in a way that engages potential customers. If your company blog, instead, has canned content and the same posts as dozens of other businesses, it defies the very purpose of a blog and, worse, defines you to your potential clients as inauthentic… the kiss of death in a social world (online or otherwise).

Since I started consulting on social media three years ago, I’ve found that the most effective way to explain the ins and outs of this “new” digital form of communication is to show how it is so very similar to the age-old form of communication: in-person networking. So, first, imagine the blogosphere as a giant cocktail party where your key potential clients are mingling. Now, here's the equivalent of what happens when you have "canned" blog content:

1. You (a.k.a your blog) introduce yourself to someone you’ve wanted to meet. As with all networking, you have only a very short window of time to connect with her, show your personality and let her know how and why your products or services are perfect for her. 
2. You have a great dialogue (blog post) and walk away quite pleased. 
3. She, in turn, walks away (surfs online) and meets another professional (aka another blog) in your same field. 
4. That other professional introduces himself to your potential client… then proceeds to have exactly the same conversation (syndicated blog post) you just did. Verbatim. The exact same words, the exact same mannerisms, the exact same smiles and nods; all at exactly the same points in the conversation. “Creepy,” is her likely response, right? 
5. Then, when she moves on and it happens three more times (syndicated blog posts), she’s likely to go running from the room, not trusting one word that any of you said. 
6. A month later, when she needs expertise or wants to purchase the goods and services you offer, what is she going to do? Easy: she’s going to seek out someone authentic and genuine. Someone she can trust.

As a small business owner, you’re busy, so hiring someone to represent you is a great way to conduct business development. But it’s a pretty basic requirement that whomever you hire must understand your brand and services, and can represent them in a personal, genuine manner. You wouldn’t send a representative into a key trade show or networking event if he couldn’t speak personally about your business… or worse, if he was representing dozens of other businesses at the same time and simply regurgitating the same script about others as he is about you. The same standards must hold true for whomever you contract as a ghostwriter for your blog or other social media profiles.

The bottom line: networking in the digital realm isn’t something new, it’s just an online extension of networking in the “real” world. So, the same age-old rules apply: there’s the easy way of doing things. And then there’s the right way.

Fashion for the Masses: Social Media

In today’s digital society, Social Media has undergone what seems like an overnight transformation from personal representation of profile pages to something far more elaborate. Now, you would be hard-pressed to find a news program that didn’t attempt to engage their viewers via Twitter, or invite them to ‘Like’ their page on Facebook, follow their blog… The list goes on. The result is a personalization and democratization of information. The fashion industry, is no exception to this, shedding its long-standing reputation of elitism, as was evident during New York Fashion Week.

For the first time since its inception, organizers made New York Fashion Week available to the masses by use of live video streaming through YouTube (http://www.youtube.com/liverunway). Here, on its own dedicated channel, spectators from far and wide can view the collections of every designer as they are shown at Lincoln Center, and are able to engage in a live conversation via Twitter feed below. By eliminating the barriers and exclusivity normally associated with this event, designers can effectively engage the global community in their brand. Instilling and maintaining a Social Media presence is crucial to the success of any business expecting to propel itself to the center stage in a marketplace with a myriad of competitors. Clearly, for any designer to experience organic growth, they must step outside of their comfort zone with the idea that they more that they share, and the more transparent they are, the better the relationship will be with the consumer.

Fashion week is also showing us that Social Media has changed not only how brands interact with their clients, but how fashion news and information is disseminated. Blogs have opened a new gateway to information on trends, style, and an unbiased opinion like never before; and they are more influential than any publicist ever imagined. The most sought after seats at each show are now occupied not by celebrities and editors, but by independent bloggers.

How has Social Media changed your own interaction with consumers and your public relations outreach? Do you have a healthy network of influential bloggers in your network?

The Allure of Social Media in the Luxury Marketplace

We’ve discussed before how massive the digital movement is, and with so many mediums to communicate a message it’s no wonder that the luxury market has “struck it rich” in social media. How can you “strike it rich” too? Look no farther than some of the largest and most influential businesses in the fashion industry--Bergdorf Goodman Department Store, Breitling, Bvlgari, Diane von Furstenberg, Dolce & Gabanna, Ermenegildo Zegna, and Marc Jacobs.

By zoning in and breaking down the approaches of each of these brands, we can explore what is setting each apart from their competition. From there, we can adapt these strategies to fit your business model. But before we start analyzing, remember: social media is not learned overnight. With a few changes and adjustments to your current social media programs, your brand can blossom and develop. 

To start, we will focus on Bergdorf Goodman, the luxury department store that is always at the forefront of fashion and “high-class” living. Bergdorf focuses mainly on Twitter and Facebook, which are two platforms that in our opinion attract the greatest audience due to the high volume of participants. On these sites, the brand engages with it’s fans, posting everything from makeup tutorials to style tips of the day. By answering the questions of their followers and appearing more like a person than a large company, they are not only approached by their clientele but bombarded by them. 

Swiss watch makers Breitling and Italian Jeweler Bvlgari focus more on Facebook than any other medium, and they are darn good at it. Ever think of promoting contests, offering prizes and creating games for your fans? If not, you can learn from these fashion dynamos. Breitling pushed a “Spirit of Aviation” photography contest on Facebook in which fans of the brand submitted pictures in an attempt to win flying lessons with the Breitling flying team in Dijon, France. The contest was also connected to the legendary movie-star and flying-enthusiast John Travolta. By asking their fans to “link-up” with the contest and spread word to Facebook friends, the brand got even more attention and contest entries. In a similar instance, Bvlgari teamed up with a celebrity, actress Kirsten Dunst. An Enchanted Garden Facebook app was launched which provided links to its Facebook commerce microsite where consumers could purchase jewelry and fragrances. The interconnectedness of the app to the commerce site displays the importance of cross promoting. Have at least two forums to promote your company? Utilize both and gain traffic. 

Lastly, Marc Jacobs may be the most inventive designer in the digital world. The brand took their company one step further and aligned themselves with bloggers. Bloggers are no longer the up-in-coming freelance writers of the digital world, they have staying power. Bloggers are gaining designer sponsorships, partnering with magazines and becoming just as influential as timely designers. The designer bought “advertising on NOWMANIFEST.com and held a photo-shoot with blogger Elin Kling to celebrate 10 years of the Marc by Marc Jacobs line.”  This social media move was so large that the Marc Jacobs website saw over 94,000 impressions after one day of advertising on Elin Kling’s blog! 

From these success stories it’s apparent that social media offers major opportunities to luxury firms. Whether your business is a corporation or a start-up, it is crucial that you entertain digital marketing. After all, luxury brands are selling not only products, but also a lifestyle, so engaging a client within his or her own lifestyle is imperative. Social media provides just the platform to do so.

Bergdorf Goodman makeup tutorial

DVF Facebook page

Marc Jacobs advertisement on blog

Blogger and Tumblr and Pinterest, OH MY!

Lions, and tigers and bears, oh my! In more recent and tech-savvy times, the fashion- and style-minded should really say, Blogger and Tumblr and Pinterest, oh my! All these blogging platforms are entering our lives at a staggering rate. From the pink-walled bedroom of a 12-year old budding fashionista to the busy showroom of a prominent design house, blogging has changed how we view, communicate and express our ideas.

So what to choose...Should we enter long and thoughtful posts on Blogger? Maybe start tumbling photos and quotes on Tumblr? How about pin things to a virtual pin board on Pinterest? There are so many options; it's hard not to get lost in the dynamic and altering digital world. Is it just me, or does it feel as if things change on a daily basis? There is always a new version of iTunes to download, a Blackberry software update to complete, or a new Macbook to buy... So, how do we figure out the best tools to help market our business?

At Miamore, we're constantly researching in order to communicate to our clients which new (or old) social media strategy to implement. Maybe that means tumbling once a day, posting a diary entry, or pinningsomething to our virtual inspiration board. Or maybe we should stay focused on only one platform and master its ins and outs. Each company has different needs, but not participating is not an option. The upside for luxury, fashion and design firms: freedom of expression and the promotion of creative ideas are at the forefront of the digital movement. We LOVE it!

So for the sake of avoiding technology overload, let's first discuss Tumblr. What is it? Well, technically, it is platform for micro-blogging, a.k.a sharing post text, photos, quotes, links, music, videos. The New York Times has stated that Tumblr makes, "blogging blissfully easy" and Fast Company feels that, "it's blogging, the way blogging was meant to be." So what does this mean for you and your business? Well it can mean a few things...maybe it can be a way for you to connect with your clients--updating them on trends in your given industry, providing information about changes in your company, introducing new projects and collaborations, displaying new projects--the options are endless.

“A picture says a thousand words.” It’s a saying that we have heard all our lives, right? So why not apply this to your business? Our culture is so face-paced and glancing at a picture or a short quote is a lot easier than reading long, detailed posts…thus Tumblr’s visual appeal for businesses based in fashion and design. It allows you to illustrate your ideas, your lifestyles, your products and, most importantly, your brand, through a simple image. Jump on board because this is a movement… Not only do high-profile brands like Kate Spade and Oscar de la Renta have Tumblr sites, but their Twitter and Tumblr sites work simultaneously by continually updating each other. Yes, aother benefit of Tumblr is its ease of connecting with other social media tools like Facebook and Twitter.

An easy illustration of Tumblr’s appeal: Have you ever traveled on a business trip and saw something inspirational that you WISH you could instantly share with your customers? Maybe it's a pattern for a new dress you are inspired to create; maybe it is a city skyline reminding you of NY Fashion Week; or maybe it is just a pretty little doo-dah image that reminds you of (and leads you to thank) your clients. Despite what you post, when you post it or why you do post, all posts will be shared with the entire Tumbling network and the interactive community--that's a lot of eyes on you. There are over 14,891,884 Tumblr accounts! (If you can’t tell, we’re big fans. Personally, the Miamore Communications Tumblr is my new obsession!)

So let's continue to navigate through this little (okay, it's pretty big, but not necessarily intimidating) social media/BLOG movement together... Stay tuned. Our next stop: Blogger. Until then, please feel free to comment and ask questions about Tumblr (or any other blogging tools)… we’d love to help!

You are only as strong as your weakest tweet

Tweet, Re-Tweet. Are we friends on Facebook? These are terms that have become a part of our everyday life. With all the social media websites available now, which one works best for you personally? Or for your business? Truth be told, Facebook, Twitter and LinkedIn can all be beneficial…if you understand how to use them correctly.

Recently, an editor at a B2B magazine wrote: “We still think Twitter is the dumbest thing ever.” Previous to this statement, Facebook and LinkedIn were praised for how successful they are as social media outlets. We were concerned to read such an unfortunate and misleading criticism of a tool that generates millions of dollars for companies who understand how to use it to its full potential. For businesses, Twitter can lead a new found success. Those 140-character statements can make a world of difference.

Here are just two success stories from using Twitter:

• Computer-maker Dell, an early Twitter adopter, offers its “followers” easily tracked Twitter-only discounts. These have generated US$3 million in sales, $1 million in the past six months.

• Blair Hirtle, sales coordinator for Fairmont Hotels, noted that the Fairmont Empress offered a special discounted room rate on Twitter. The result was “increased occupancy. Much more successful than any traditional ad buy and it cost minimal time and labor.” Now seven Fairmont hotels have Twitter accounts.

The secret to their successes? Using Twitter efficiently. Here are some tips to get yourself started in the right direction.

• Twitter gives companies the opportunity to personalize themselves with society. Consumers today tend to connect with people rather than organizations. Putting a face on a company can make it more real and personable. On Facebook, company profiles are made and then spread by “liking” the page. This doesn’t give quite the same personal touch and interaction that tweeting can.
• Listen. Twitter is not just about posting Tweets and walking away. What are people discussing? Who is mentioning your brand or category? Understand the conversation and participate in it.

• Follow people! The more people follow you, the more they know what you’re about. This works on the basic product selling and marketing point. Twitter has turned into a place where companies research about potential employees and consumers research about potential purchases. So, your tweets are giving the world an opportunity to learn more about you, your products, your knowledge and your specialty.
• As I mentioned before, sell your product, but your expertise. It is probably the most basic concept of the social media websites. Give useful information about what you do, your business specialty, and what you’re selling for all your followers to see.

As the most misunderstood of the social networking tools, Twitter is often the most criticized and ridiculed. But it is, conversely, also one of the most effective. The popularity of using Twitter correctly has spun off another website, twittergrader.com. Anyone with a Twitter account can check the grade of their account, be it 0-100. If your grade isn’t as high as you thought it would be, the site gives you tips on the bottom of the page on how to improve your Twitter grade. With the introduction of twittergrader.com it is even easier to turn your Twitter account into one of the “Twitter Elite” joining the ranks of The New York Times, Fox News and BBC World. Like they say, you are only as strong as your weakest tweet.

Blogging Your Way To Success

Any ‘great’ company has one and any company that wants to be ‘successful’ has one. What is it, you ask? A blog (http://en.wikipedia.org/wiki/Blog.) But why do we blog? What is the point of one? We’re often asked: if my brand is already well known, what can a blog additionally do for my company? Our answer: A LOT. A blog is not an advertising vehicle for your company; it is a tool of communication that shows readers ‘something extra’ about your services, personalizes your brand, and offers insight into your area of expertise.

For example, we here at Miamore love our blog and, while we do some really amazing work, we are not simply going to put up blog entries outlining our achievements, or how innovative our work is. Why? Because those sort of posts don’t generate interest or build relationships—the main goals of a blog or any social media. In sum: it won’t get us (or any company) anywhere.

Instead of being promotional, it is best to provide readers with information that is not only enjoyable, informative, and personal; but also something that establishes confidence in the brand. For example, Southwest Airlines built up a blog when sales were down and they wanted to hear from consumers about what they could improve upon. So, their blog began with the CEO of the company discussing trends in the industry and allowed followers to comment. Did anyone read that blog and immediately log on to buy an airline ticket from Southwest? Probably not. But, has the brand become a household name? Definitely. Thanks in part to the open communication and dialogue by Southwest on that successful blog, the company grew into something bigger and better.

Have a hard time relating to a brand as large as Southwest? Well, for small business owners, we offer up ourselves as an example. Last week, Miamore’s president, Carrie Soucy, attended a trade show in New York. In two days she heard from at least a half dozen people (the majority of whom she did not know) how much they enjoyed our blog. Many others simply recognized our brand—no doubt in thanks to our active blogging. For a company like ours, only a year old and based in a different city, to receive—without having ever spent a penny on traditional advertising or marketing—responses like: “Oh! Miamore Communications!”… well, that’s quite a statement.

So where do we go from here to make sure that all company blogs steer clear of becoming too promotional? Here are some tips:

1. 1 Designate one person to oversee the blog. (Preferably not a junior staff member; however, if they have a great writing skills and an eye for news, then by no means limit them)

2. Promote your blog by featuring it in newsletters, having a link to it via Twitter, Foursquare, Facebook, Linkedin or website.

3. Talk about stuff other then your services. Like trends in the industry, developments and newsworthy stuff.

4. Be fun and have a conversational tone.

5. Encourage comments and be sure to respond to any you receive.