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Dec. 21, 2013

39: The Marketing Agency Perspective on Social Media Marketing

39: The Marketing Agency Perspective on Social Media Marketing

While in Toronto speaking, Neal interviews @ValTorontoGal from Charming Media and @MegButton from Star Content Studios for advice that a Public Relations as well as Content Marketing Agency can offer your business.

 

Transcript

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welcome to maximize your social practical and actionable advice on how your business control e maximize your social media presence. Now the host of Maximize Your Social, author of the recently published book of the same name and founder of Maximize Social Business, Neal Schaefer. Hey, this Neil shaper and welcome to another episode of Maximized Social as I like to do when I do these podcasts, I'm coming you today from Thief freezing Cold. Toronto, Ontario, Canada, where I am at the Camp Expo that is a Canadian association of accredited mortgage professionals. No, I did not quit Social meeting. Get into the mortgage industry like somehow. But I have actually here at an expo working at General Canada booth and really using social media to attract their small business owner clientele into engaging with them. And it's It's been a great two days, and it's been a great two days. Part of the reason why is because I've been able to work with two wonderful people. We have three social media experts that are at the booth that are really helping all the small business owners in attendance with anything social media from setting up a Lincoln company page to any question. I just had someone say, Hey, Facebook just rejected one of my ads because they said it was more than 20% text. It's just been a great, great time, educational for all. And I wanna introduce you in. Today's podcast is about the two wonderful woman the other two social media experts have been working with. One is Valerie Stature Ski, which is vow Toronto Gal on Twitter, and the other is Meg Button, which is Meg Button on Twitter. I first want to introduce them to you, and then we'll get to the topic of today's podcast, which is what PR agencies want you to know about social media. Let's start with you. Just give a 32nd intro. Tha Who you are, what you do. So I'm the director of Journal based Pure Agency called Charming Media Way worked with a lot of big clients, medium sized clients and smaller clients, and a lot of them wanna also discover how social media can help enhance their brand online and offline. Awesome. Meg and I am the associate director of Star Content Studio, so generous Canada is actually one of my clients, and I've been working on social media for them for about two years, so that's been a good experience. And I brought Val into ad in her PR twist into the social media world. Awesome. So we're here with and, as you all know, from this knee and I I am on the consultant side, not the agency size. I really want to get this perspective on the types of customers that they see and the issues that they deal with which you're probably very different than mine. So I first want to start. Well, if there was one thing, let's start with the number one thing when someone calls you up. I'm interested in working with content studio with your PR agency on social media. What is the first thing that you'd like to tell that company as to how social media can help them? Let's start with that. That's an easy one, right? I'll start with you. Okay. I generally like to say well for us because you're doing such a big traditional media awareness campaign. It's very good to support it with any type of social media support, especially if you're working with, you know, online publications, bloggers, they're gonna be mentioning your brand online. They're gonna be talking thio online, So it's very important to have that extra support on the social media and becomes a no brainer. Natural complement, right? Absolutely. It is a natural complement, and it's almost ashamed to be focusing all your attention in one area and not on that area as well. Awesome, Meg. Anything that for me, it's a little bit different because our studio is we're in the content creation business. So often I have clients that come to me in. Maybe they just heard of a new platform, their kids on it. But someone at work is on it, and they'll say, You know, we need a strategy for Instagram Way. Need something for pictures. We want a Facebook page, and the biggest thing that I would tell them is you know, it's it's very easy to get excited and overwhelmed and all those good things, but it's always about your audience, and to me, that's where it always has to start. Whether talking about social media or any type of media, it you know, it's it's overwhelming, but it's also exciting. And if it's if it's the right way to connect with your audience. I think it's the right way to go, and it's actually a much more simplistic way of looking at it. So that's usually where I like to start. The conversations with any of my clients be where the audience is, right? So let's move on. What is the worst experience? And I don't give in on the client names here. But what's this podcast you be called? Social business Unplugged, right? Like behind the scenes. Look at what really happens in the business world. So what is it? The worst experience you have, like a customer who didn't understand something, had unrealistic expectations. Can you share with me your won worst experience? I'm gonna start Meg. I would say that now. What's happening is that there's so much pressure on clients to have these super inflated social numbers that, you know they're all asking about. Why can't we just buy our followers? And to me, it's one of those things where you know there's a level of education that has to go into explain to them why, because they want the credibility they want. No, Their Twitter account to have 100,000 followers and They don't want to wait a year, two years, three years to build up that community and they don't see you know, why can't I just why can't I just pay for it? So to me, that's that's the biggest thing that I'm seeing is that everyone's looking for a quick, short route to get to kind of the holy Grail of talking and engaging brand, and they don't realize that there's a lot of work that goes into it. So I'd say Definitely buying followers has been my my pain point in the in the last year and you're content agency and yet they want the followers. Yeah, that's pretty painful. Yeah, and a lot of it has to do with the fact that we look a lot of clients that are setting up accounts for the first time. So they're setting up a brand new block. Randy faced with Major and you know they're not comfortable having 50 likes 100 likes there, and they're not. You don't know how long they're supposed to wait, right? Like it's supposed to take a year. Two years, like how long till we look like Red Bull on Facebook? And it's like never, Never. You're never going to do that. So to me, it is a lot of education of explained to them. What? What is the success criteria? What are we looking at? How often are we measuring? You know what is actually important to you? Because if you have 100 likes on Facebook, what does that translate it for your business. So a lot of that has to go to the people that are just getting into social and, you know, they don't want to be the newbie. So they're trying to take a fast track to getting into the big followers base. Awesome. And I'm sure a lot of your listeners podcasts are nodding your head as you heard Meg. Speak. Now what's your take? I think it's the, you know, along the same lines. I think I get a lot of clients who say, You know, I've invested this much into social media this month, and I haven't seen the sales, and it's just kind of like Well, you know what? First of all again, it does take time. It takes time. For example, if you were to buy those followers, you still wouldn't transition that into sales because they're people who are interested in your content of all. So I mean, you can have those inflated numbers, but you're not going to get the links clicked. You're not gonna have people going to your website and, you know, converting into sales. So I think it's, uh it's really it's People are very used to seeing like, um a direct really fast our ally. And that's social media can happen. It could be really fast and explode. Oh, and please stop asking me how to make whatever you're doing go viral. I don't do that like I don't I can't make you go viral. I can't make your YouTube it. I mean, it's just not what I personally D'oh. Yeah, I think that's that's another challenge. Don't don't start a business. Don't launch all these sites and be like I can't wait for tell. Our content goes viral. So that's yeah, I say the same thing about the whole viral. The funny thing about the followers is that you don't realize that if you think about it, you end up buying fake followers and then you're Ed Drake on Facebook of screwed, right, because they're not gonna engage with you on Twitter. You're gonna have, like, 50,000 followers and Klout score 35 anybody who gets clout numbers gets that you've bought those followers. So, in fact, when I was and I think I mentioned on the podcast when I was working with a hotel, we looked at our competitors and had a lot more likes. But they actually had a lot less engagement, which to me is like, immediately they bought followers. Yeah, it doesn't help you achieve anything really great advice. I want to end, and I try to keep this podcast really short and sweet. I wanted to give So obviously from the content marketing, aside from PR side, what would be? Well, I won't say I don't want to give away your secret sauce. But if you could give away one tip of anything that you did recently that really help when your clients achieve greatness and whatever they were trying to achieve with social media, you know, whatever that one tip is, I think that would be a really good way to end this interview. I'll start with you. I think it helps to really find good brand ambassadors to help you push out your content. It's one thing if you're, you know, tweeting about what you like from your brand and facebooking about it. But if you have good, genuine brand ambassadors, I think that's a great way to really enhance everything that you're doing on that. Finding and engaging with brand ambassadors, obviously, is something that your agency does as well. Yes, that's great. Thank you very much. Yep, value brand ambassadors can't ignore it. And I could go on about how employees are also your brand ambassadors, but that's my employees Efficacy podcast next week. All right, Meg, what's your What's your eye for me? It's It's making sure that whatever the client is thinking about their audiences actually relevant. And what I mean by that is I work with a lot of clients who, in their head, they know what they think. They know what their customer is, but they're not backing that with any data. Or maybe that information is from 2002 and they don't actually know how their consumer behaves online. And I had one client who was very persistent with me that my my demographic, I'm going after my target audience is not online. They're not on tablets, they're not this. And they thought that they knew their customer and it was really based on their personal preference, their preference on social networks that they like. And it wasn't back by statistics. So what I did was automatically did a huge overview of who their audiences, what their online behaviors are and then also looked at, did a really strong look at their competitive set where all their competitors doing, How are they engaging with the audiences and where were they getting traction? And I find sometimes you know you can have these back and forth disagree. Mans are no battles with clients, but often the proof really just sets the record street. And I find that sometimes if you're not getting what attraction, go to the statistics, look and find proof for what you're saying and validate your points, and that that really was very successful for a last campaign that we did with one of our clients. Awesome. Well, there you have it. That's the value of working with content in PR agencies because they do this for a lot of clients, you know, the ins and outs and it's gonna be nothing too good for your brand. But you also has a company gonna learn a lot about social and content. NPR By working with him, I think you all again. Once again, it's at Meg Button M e G B u T T o n On Twitter and at Vow Toronto gal d a L T o R O N T o. Thank you once again for listening to another episode of Maximize Your Social. Make it a great day wherever you are everywhere in the world. Thanks. Thanks for listening To maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Thanks for listening and have a great day.