Social Media isn't just for kids... but so what if it was?

I had the honor and privilege of speaking to a group of dynamic, enthusiastic retailers on Saturday morning at the RJO conference program in Savannah, Ga. I came to Savannah armed with all my tips on implementing a social media marketing strategy for business, along with a whole chunk of demographic data to disprove any of the common "but Facebook is for kids" questions and objectives. I was thrilled that attendees spoke with me afterwards, telling me they were inspired to amp up their social networking efforts.

I, meanwhile, left Georgia enlightened by the comment of one retailer who shared her own experience...

This retail jeweler said she had initially joined Facebook out of curiosity, wondering why her college-aged children were so enthusiastic about it. (And, okay, as parents everywhere can relate: maybe to keep an eye on them!) Flash forward a few years and those college kids are now professionals. So, where does that leave her? In short: with a slew of fans in their 20s... all beginning their careers, getting married, and experiencing all those life changes that call for jewelry. And, guess who they feel connected with and loyal to? You got it... this retailer who has been in their (Facebook) world all along.

I loved this simple example, albeit coincidental, of thinking outside the box and investing in long-term growth. Small businesses are often so consumed by the present and making this year's numbers, that we don't think long-term in our marketing strategies. But, as this example proves, when you look at any new marketing idea (and especially in the realm of social media, where who knows what is right around the corner), remember it pays off to consider tomorrow... not just today.

PR and ROI: what is the dollar value of a reputation?

Being a small business owner, I clearly understand the value and necessity of "ROI" measurement. When we invest in something, we want to understand the returns on what we spend. While that is a simple concept to explain and understand, as a public relations agency, ROI measurement is a source of unending frustration and argument. I've conducted extensive research on PR ROI, discussed it with various colleagues, and (sometimes amusingly) scrolled through pages and pages of arguments among PR pros on online public relations discussion boards... forever in search of a clear way to scientifically measure something that is, at essence, an art. The ever-elusive prey: a firm measurement of ROI for a public relations (or social media) campaign.

Unlike advertising (with its simple "I pay x and I see x" ROI measurement), public relations--especially in the social media age--is entirely not scientific. We craft a message; we communicate a message to influence-makers; and we push that message out via social networking. In essence, we put a brand message in the public's mind. We lay the groundwork and ripen the fruit for plucking when it's time for the sale. But, with much of public relations being a subconscious impact... while incredibly powerful, it is equally incredibly difficult to ascertain. And nearly impossible to attach a dollar value to. We try, by measuring returns versus goals or, at a most basic level, monetarily converting the space allocated to an editorial placement into the cost for that ad space in a particular media. Both, however, fall short.

As humans in the 21st Century, we receive so many messages via so many mediums, how does one break down the value of each? For instance... I drive a Saab. I've never owned or driven a Mercedes. I've never (to my recollection) even been a passenger in one. Thus, Mercedes as a vehicle is entirely out of my personal experience. Yet, if a friend shopping for a luxury vehicle asked me to recommend a brand, Mercedes would be one of the first I would mention. Why? Their advertisements? Their editorial mentions? Their sponsorships like New York Fashion Week? How can I possibly measure?! And, if my recommendation resulted in the sale of a Mercedes, how would Mercedes' PR or ad agency monetarily measure that PR ROI?

Obviously, Miamore Communications works on a much smaller scale than Mercedes. And, yet, is the brand recognition we create for our clients, within their target markets, any less valuable to the clients themselves? Absolutely not. Is it just as difficult to measure? Absolutely!

Interestingly, as I pondered and researched public relations/social media ROI this week, I had two clients enjoy the power of Miamore's efforts. First, Lori Carr, CEO of long-time Miamore client Tomgirl Tours, was at an event and heard a stranger say "I LOVE Tomgirl Tours!" Second, a Miamore intern overheard a random conversation about how exciting it was that Providence was holding a fashion week this spring. Neither Tomgirl Tours nor StyleWeek Providence has invested a penny in advertising. In both cases, those enthusiastic word-of-mouth recommendations seemingly resulted entirely from effective PR messaging. So, my question: what is the dollar value on that??

While businesses ask for detailed measurement of ROI, and Miamore Communications (along with every other PR agency out there) scrambles to find some way to report success monetarily... I look at these two examples, scratch my head and wonder: how can one possibly determine a dollar value--or a scientific formula to calculate the monetary value--for a strong reputation and positive word of mouth?

Miamore's Week In Review: Dec. 19, 2009

As a small-business owner myself, I understand: there is barely enough time in the day to address day-to-day biz activities and crises, much less keep up on the latest news on marketing and PR. So, Miamore has decided to start boiling down, each week, the most important updates upscale businesses need know about in the areas of public relations, social media marketing, branding, and the luxury & lifestyle sectors. Here's the first of our weekly summaries:

SOCIAL MEDIA

• In my “past life” as a magazine editor, my favorite art director used to say (in regard to photography): if I find it on Google, it is mine! As the number of bloggers and web activity grows, however, this isn’t necessarily the case anymore. While the usage of images isn’t generally policed very well, there are still rules and laws regarding your use of images for your blog. It’s a little like the speed limit or (for you fellow Rhodies) the new texting-while-driving laws: you might not get caught if you break the rules, but you take a risk if you do. Here is a must-read outline of how to keep your blogging on the up-and-up.
• If your company is social marketing savvy, this is a bit basic. But for those still dabbling (and wondering why/if they should) in social networking it is an excellent read.
• For newbies and experts alike: This outline includes everything (and we mean everything!) you need to know about using Facebook effectively to promote your business.

PUBLIC RELATIONS

• We would like to hug the writer of this article. If you are considering venturing into public relations with Miamore or any agency, please read this for the low-down on how to “Be a Good PR Client” (could also be titled: How to Make your PR Agency Succeed in Growing Your Business)
• Hopefully you don’t have to worry about “crisis” PR, but in case you do, here’s a very good read on how (and why!) you must be prepared.

LUXURY

• Here is the best and latest update on how big-name luxury retailers are handling (and a bit on how they are faring) this holiday season
• For the jewelry people out there, here’s a little glimmer of hope about fine jewelry trending stronger for the season.
• This is a MUST-READ for luxury brands even considering discounting. Best quote:

"Once you start discounting, or accepting deals, there's no way of getting back up," he says. "In down times, there's the impression that the simplest thing to do is discount. But when confidence returns, the consumer's going to wonder why you want to charge $48 when just a few years back you'd sell for $30. You're effectively telling people that your product was too expensive to begin with."

• For those in the travel sector, the luxury (leisure travel) market is staging a comeback, according to this AFP report, but only for true quality. Best quote:

"The bling has gone. It's all about the quality of the experience and the feeling of space."

FROM MIAMORE COMMUNICATIONS

• Time's a-ticking for this one-of-a-kind holiday gift certificate: Speaking of luxury and travel, you officially have 6 days left to purchase gift certificates that will give the special women on your list the upscale adventure travel experience of their lifetimes. Your purchase will not only be the most memorable gift you’ve ever given her, it will also support one of four charitable organizations (at no cost to you). More here.
• Music expresses (and aims to raise funding to support) the universal challenge of caring for our aging loved ones: Almost everyone has had to face the difficult moment when they realize the passage of time has taken place, and that they must take over the role of caretaker for those who cared for them. As such, we all understand the challenges of caring for our elderly loved ones. A new initiative, Life in the Years, is raising funds to support a national program for elderly foster care, through sales of a beautiful compilation CD set that features 30+ of the world’s finest musicians, from the famous Natalie Merchant to Rhode Island’s own Sue Brescia.
• StyleWeek Providence adds to agenda: This week, StyleWeek Providence added the legendary Betsey Johnson to the list of designers who are showing during Providence, RI's first annual weeklong celebration of fashion and design in June, 2010. The roster is nearly full with phenomenal established and up-and-coming fashion, accessory and jewelry designers, but a few spots are still available. Contact us if you’d like to be considered!

On a Mission...

What is your mission statement?

That simple question is the very first I ask of clients and prospects. Because, from that answer springs all PR, marketing (and, ultimately) sales strategies. And yet, so many small businesses reply to that question with one (or a mix) of three responses:

1.) An uncomfortable squirm

2.) A lengthy monologue starting somewhere around "well, when I was 12..."

3.) A quick: "to sell my stuff"

We understand that business owners are not necessarily writers (and we work with clients to help clarify that message), but if they can't succinctly describe who they are, what they do and why, then how can clients relate to them? More: how can the business, or its PR agency, craft a message that the media and public will understand?

Many business consultants recommend that mission statements be no more than a paragraph. I, on the other hand, take that further: you should be able to summarize it in a sentence (2 at the most). It should describe what you do, why you do it and how you do it... without getting into nitty gritty details. This isn't easy... even for professional writers (as my old journalism school professors said so correctly: it's a whole lot easier to write long than to write short), but it is a necessity. From your mission statement springs your brand and image... including tagline, creative materials, PR message, marketing initiatives and advertising plans. While every business owner knows this in theory, many small creative firms find it difficult to execute.

As an example/case study, I'll use Miamore Communications. At Miamore, our mission is:

To utilize the press, social networking tools and promotions to introduce, inform and educate the public about goods and services provided by small businesses in the luxury lifestyle category, thereby assisting those firms in reaching sales goals and growth.

From that mission comes:

• Our tagline: "spreading the word about life's finer things"
• Our various services: public relations, social media marketing, brand development, creative services and special event planning.
• Our marketing focus: small businesses in the luxury and lifestyle categories
• Our media targets: editors and bloggers in lifestyle beats
• Our social media outreach for ourselves: groups, fans and followers in the above areas
• Our social media outreach for our clients: consumers who dialogue about upscale and lifestyle goods and services.

If we were to say our mission is "to sell PR services", everything else would be similarly vague and ineffective... who would be our target client? Our target press contacts? We would be aiming our efforts in a million directions and spreading ourselves thin on all.

So, as you look forward to 2010 and business plans for the year, please take a look at your mission statement (or develop a succinct one). Once you have that down, you'll be surprised how much simpler everything else will come.

Help Us, Help You (Make 2010 a Success)

I’m stating the obvious when I say it has been a… Challenging… year for small businesses in the lifestyle category (even moreso for those focused on luxury goods and services). So, as 2009 winds down (48 days until the New Year!), most remain wary about marketing plans for 2010. I hear many, in fact, saying they aren’t only “wary”, but actually taking a wait-and-see approach.

While that is natural and understandable on a personal level (as a small business owner, I completely relate); on a business level, it ranges from foolish to suicide. Unless you anticipate the possibility of shutting your business in Q1 2010, I hope you have in place (or are developing), a MARCOM strategy to keep your company front of mind for your customers and potentials. Granted, I advise a cautious approach in developing that plan (you can always add elements), winging it is never a good option and, as research shows (see here and here, for example), those who market during a down economy—scary though it may be—are the ones who benefit when things turn around. And, rest assured, they will turn around.

So, I ask… What is your MARCOM plan?

1. Will you advertise? If so, where is the best place for you to invest those dollars? Do you know? Or will you (*shudder*) follow the advice of the commission-based sales rep (and they all are) that does the best job of wooing you in 2010?
2. Will you invest in marketing opportunities like shows or events? If so, have you conducted market research to determine which are the best venues for your niche?
3. Will you have a public relations outreach in 2010? If so, what is your plan? Who is your target? Do you have a press list? What will you have to promote? And how will you promote it? (Also, given too many conversations I’ve recently had: do you understand the definition of public relations and how it differs from advertising?)
4. Do you have a social media plan? How will you best utilize those tools? Do you understand how to use social networking to grow your business? Who will you delegate to handle that for your business? And how much of an investment are you going to make (time and money) into this, the fastest growing method of marketing?

These are questions that businesses can not leave to chance, circumstance, or the most charming salesperson who comes along in 2010. These are answers that need to be determined this month (or next, at the latest).

I understand the predicament of not wanting to “commit” when the first half of 2010 is such an unknown… but I also can’t stress enough the need for planning and strategy (no matter how bare-bones). So, Miamore Communications is offering special 2010 MARCOM strategy and planning sessions to small businesses. Let us sit down with you; analyze your budget, target market and goals; and assist you in creating a 12-month outline that is achievable in within your means, not your dreams. While corporate agencies focus on number-crunching, as a boutique firm, Miamore Communications is not just flexible, but I’m also a huge believer in paying it forward. And, let’s face it, if you are a small business, either in our same geographic market (New England), or within our niche—lifestyle and luxury—the long-term success of your company = our long-term success of mine.

So let’s collaborate to make 2010 successful for both of us. Email us or give us a call anytime at 401-315-5979.

Miamore's Top 10! How Businesses Hurt Themselves By Not Utilizing FB Fan Pages

On my Facebook personal page, I'm receiving more "friend" requests than ever before from businesses using the wrong medium... personal, instead of "Fan" pages. This is a favorite subject of mine on this blog, because it pains me to see SO many businesses setting themselves up for social media failure. So, here are my Top 10 reasons why it is vital to use a Fan page for business promotion... all 10 focus on Miamore Communications' own experiences. Even if you skip the first nine, pleaaaaase, at least read #10...

1. Google ranks Miamore Communication’s fan page high on its list, so anyone in the universe interested in our services can become a fan. Why would I expect a potential client to "request" the honor of becoming a friend and waiting for approval in order to check out my services? Get real: there are a million more accessible competitors out there.

2. On our Fan page, we can provide quality information that illustrates our expertise in a format clearly designated as a business. (For more, see #3)

3. Potential clients aren't confused a mish-mash of posts (a la: Hey! Here's my family vacation! Then: Here's a new service I'm offering!)

4. Potential clients aren't annoyed by a bait-and-switch like maneuver: "acting" like someone who wants to be friend, then bombarding them with marketing solicitations under that false guise.

5. When I invite someone to be a fan and they accept, it shows up on their Facebook wall... And their friends are much more likely to check out why they are became a fan of a biz, than to care why they became friends with some random “friend”.

6. Facebook has a nifty feature that posts Fan additions in the sidebars of friends, thus illustrating the whole idea of "viral" growth... Which is the point of social media for business.

7. It's the RULES of Facebook that businesses use fan pages.

8. Can't stress enough: it's the rules!

9. If you only reach people you already know (via "friend" requests) on Facebook, why are you putting all this effort into social media, when you could just use traditional forms of communication (like email)... those friends clearly already know you.

And, most tellingly; MOST importantly:

Number 10...

Through viral growth, 8% of my business page’s fans are people I don't know and/or wouldn't have thought to ever request on my Facebook personal page. Those 8% of Miamore’s fans have converted into 30% of our contract clients...

Now, how many businesses operating within the constraints of "friend" pages have witnessed that kind of growth? Not many. See, while it may seem like the easy answer to create a personal page and "find" potential customers, the beauty of viral social media growth is that, when you follow the rules and utilize the fan pages Facebook has structured to help you build your business... your potential customers can, instead, find you.

What We See Depends on What We Look For...

I spent yesterday evening with a fabulous, dynamic group of specialists in various creative and business fields, planning what everyone, everywhere will soon hear about: StyleWeek Providence. I could not be more excited to work on this project! If anything makes a fantastic concept better, it is a palpable energy driving it… and that is exactly what StyleWeek Providence has.

StyleWeek Providence is the brainchild of dynamo (talk about energy!) Rosanna Ortiz Sinel, a fashion writer and general fashion guru. When she shared her brilliant idea with me a couple months ago, I almost jumped out of my seat. See, we are both transplants to Rhode Island with a shared interest and expertise in fashion. Further, as relative newcomers to Providence, we see our new home with “outsiders’” (read: not jaded) eyes. The home of RISD and the historic center for jewelry design (not to mention the most vibrant and charming city in New England!), Providence overflows with a creativity that, until now, has been largely disjointed. StyleWeek Providence gives those creatives in the areas of fashion and design a common voice. And it will be a powerful one.

Top designers in various fashion categories, from across the region—Rhodies (that’s local-speak for “Rhode Island dwellers”), New Englanders and those with local ties (a la RISD alum)—will showcase their collections at shows spread across five days next June. Far from being just a social event as many regional “fashion weeks” are, StyleWeek Providence is, at its root, a business event, with buyers from New England, New York and across the country invited to meet the area’s phenomenal talent, and have the opportunity to then introduce it to their customers and audiences.

StyleWeek Providence is also, in a time when businesses everywhere are facing difficult challenges, an incredible example of small businesses uniting and promoting the local economy. Not surprisingly, businesses across the city are embracing the idea (the most recent and most exciting: Hotel Providence, the area’s finest upscale boutique hotel, home of one of the city’s most gorgeous event venues, Aspire, will be not only host to the closing-night show and festivities, but also serve as the official hotel of StyleWeek Providence).

So, while I’m gushing about StyleWeek in general, my points here are much broader for small businesses…

First: bringing in “outsiders”, who can view your area or business with fresh new eyes, can be a key step to visualizing your full potential and, ultimately, growing your reputation and business.

Second: Never underestimate the powers of partnerships, and common visions and goals. Our designers and venues have no prior connections, but are pulling together in ways that are the stuff of cross-promotion chapters in Business 101 textbooks.

The fundamental message is (while I hate this cliché): never stop thinking outside the box, and investing in new ideas, consultants and voices who can provide new vision and voices to grow your business. To borrow from John Lubbock: What we see depends on what we look for.

StyleWeek Providence’s inaugural event will be June 6-10, featuring fashion shows and celebrations at venues across the city. For updates, join StyleWeek’s Facebook Fan page, follow us on Twitter, and stay tuned for the website launch on Nov. 1. If you’d like information of sponsorship opportunities, a buyer or press invite, or to be considered to show your designs at StyleWeek, feel free to contact me.