Question

Topic: Social Media

Assistance Requested For 1st Social Media Project

Posted by telemoxie on 6/2/2010 at 9:41 AM ET 2500 Points
As some of you know, I had worked for a dozen years as a freelance outbound marketing guy, specializing in targeted marketing programs for technical products and products with long sales cycles. Due to injury three years ago, I am no longer able to earn any money (earning a dollar would jeopardize needed benefits) and I'm now volunteering my time here and there.

I would like to be involved and keep my brain active, and the big trend today seems to be social media.

In our community we have a service station, which is owned by a very community service sort of guy. This is the sort of business which helps to publicize local community philanthropic events. For years, he has used his billboard as a sort of community messageboard. He has a reputation for excellent service, and he employs a large number of local youth. For years, he has sponsored community events such as an annual antique car show.

He has a website, but does not have a Facebook page, he does not list his website on his own bulletin board, he advertises every community event possible but not his own website, he does not used twitter, he does not participate in the local Yahoo community group of over 1000,

Yesterday, I asked the owner if he was considering using social media. He said that he wanted to, but that he really didn't understand it and wanted to know details and options. I volunteered to prepare, at no charge, a strategy document or action plan for implementing social media.

This is totally new to me. Can you help me?

1) can you provide me any links which actually provide helpful information? I am a member of several social media related groups on linkedin, and most people seem to want to provide teaser information in hopes of selling their own services rather than actual helpful information (such as we find on this forum).

2) would you be willing to help me create and edit such a document? Due to my accident, I can no longer type, and so I use Dragon naturally speaking to control my computer and dictate text. However, it is very difficult to cut and paste and to organize information.

3) it seems to me that a good auto repair facility is an ideal application for social media. They have repeat business, seasonal specials, the potential to educate consumers, lots of walk-in traffic, and so forth. Do you think this is a good opportunity for social media? Are you aware of any auto repair related businesses who have profited from social media? If this were your project, what sort of approach would you recommend?

I'm afraid I cannot promise that any business will come to you directly from your efforts. This is the sort of guy who works locally. But I would sure appreciate any help you can offer.

If you have any supersecret documents which you might be willing to share with me but do not want to share with the community at large, please feel free to e-mail them to me (my e-mail address is on my profile page). I promise that I will not share them with anyone without your express permission.

I will be happy to provide a link to his website to anyone interested in becoming actively involved with the project, but I am reluctant to post his website address here since I have not asked his permission and I don't want him to be bombarded with offers from social media consultants more expert than I.

Thanks, and take care.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 6/2/2010 at 10:19 AM Accepted
    this is a facebook group that was just referred to me that I was impressed with. https://www.facebook.com/pages/The-Pursuit-Group-Inc/65976089111.

    I'm new to this myself and frankly resisted it- -saying, who has the time. But I am hooked. These are two other resources referred to me. https://linkedintelligence.com/smart-ways-to-use-linkedin/ and

    https://www.amazon.com/dp/1600051367?tag=prforprofit0b-20&camp=0&cr...

    by biz is B2B. I started with one group, a group that someone in my network belonged to. From there I started clicking -- what other groups do these members (a niche) belong-- and have made some very good contacts. I'm new to the GA area and this is making my pioneering the territory a lot easier. I have made contacts with people I don't think I'd have found otherwise.

    While I can't tell you about any direct experience with an auto repair co, I know of several B2C companies that have had good response. There is a group in our area that does auto shows like your post-- they move it around to various businesses. They rely on social marketing to get the word out, they have a following and it works.

    Be careful, it's addictive!
  • Posted by Gary Bloomer on 6/2/2010 at 12:02 PM Accepted
    Dear Dave,

    If you think my opinion or information would be of value I'd be happy to help. E-mail me off forum and let's chat.

    And no, ya'll find no hidden BS agenda with me. I have no score to keep and nothing to peddle. Just a will to help where and if I can.

    Sound fair?

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA
  • Posted by mgoodman on 6/2/2010 at 3:37 PM Accepted
    It's not that I'm a skeptic when it comes to social media in marketing. It's that I have seen how much time, effort and emotional energy it takes to feed the beast once you've jumped in. And if you don't spend the time getting involved in the conversations, then why set them up in the first place?

    Net: It's a great idea to start getting involved in this new aspect of marketing. You'll learn a lot for sure. But be careful about setting expectations too high or committing to a long-term involvement. For many small business owners, the time investment is disproportionate to the return ... and most small business owners have even less time than money.

    Social media are not like broadcast or print media, where you create the ad, order insertions/air-time, and then service the flood of new business that results. They are more like non-stop (and unpaid) consulting and sharing, and sometime they might even generate some new business.
  • Posted by CarolBlaha on 6/2/2010 at 4:10 PM Member
    Michael, a few weeks ago I would have agreed with you 110%. I was thinking exactly what you are thinking-- who has time.

    But because of social marketing I have started to set appointments with co's I didn't even know existed.

    My advice as a "newbie"-- be focused. You are right, you can sit and surf. But don't. As in any sales or marketing situation-- don't confuse being "busy" with being productive.

    I only follow right now facebook and linkedln. I have targeted groups, not running willy nilly. I only respond to discussions in those groups. When someone posts, similiar to this forum, I follow the post and read the profile. I go to their website and call if I see a match. It really doesn't take anywhere near the time I thought it would. When you are targeted, there aren't the silly posts for fake rolexes, chat and other garbage. Less than 1/2 hour and not every day. Most of my groups you have to be approved to join. That also keeps out the clutter.

    I determine what groups I will follow by seeing where my competitors are-- and where my customers are. Once I post a few times, I add to my network-- and see where their professional network posts. Making a good editorial comment on a discussion board gives me credibility that a sales call can't. It's like we already know each other. And I can diplomatically call a competitor on something I don't agree with.

    I was getting the run around to find the right "ear" for a major grocer chain. Bam-- after 3 months of run around dead ends-- I got the right guy-- he was right there in front of me all I had to do was search. And I was able to make a very warm smart cold call. I have an appointment next week with a potential national account that my product is the perfect fit for. My return call ratio shocks even me.

    And it's all about who you need to reach. To support Michael's comments-- a book I recently read-- a guy researched all the Fortune 100 CEO's social networking activity. Out of 100 CEO's-- only 2 had a twitter count, only one had a blog, and a scant 19 had a facebook page-- and it was personal family stuff, not professional. The author asks, is it Social networking -- or Social Not-Working.

    It's what you make of it. I swear I wrote it off, till I stuck my toe in the water.

  • Posted by mgoodman on 6/2/2010 at 4:43 PM Moderator
    Carol: Great post. Thank you.

    This raises the question about which situations and which objectives are most appropriate for using social media and which are not. And then HOW to best use them when they lend themselves to your objective.

    Should be an interesting discussion.
  • Posted by Jay Hamilton-Roth on 6/3/2010 at 12:18 AM Accepted
    Before jumping into the social media mix, first ask if your friend's clients use social media. You want to ensure that if you build it, they will come.

    Also, leverage his young employees. What social media are they connected to? What do they see social media-wise in your community?

    Talk to other local business owners (non-competitors). What social media are they using that they're seeing ROI?

    Instead of trying to lead, start by following.
  • Posted by CarolBlaha on 6/3/2010 at 6:46 AM Member
    To add to Jay's comments-- follow vs lead-- that is where my success with it stems. If your client wants to follow the group "car nuts in target city", I bet there is a group already formed, with a following.
  • Posted by telemoxie on 6/3/2010 at 6:58 AM Author
    thanks so much for all the perspectives and resources and opinions so far.

    please keep recommending resources, especially online resources. Unfortunately, since my accident I know longer have use of my hands, and so I can't turn pages, and so it would be very difficult for me to read the books you recommend. I'm really looking for any concise and helpful information, and I especially appreciate the links to online videos which you have found helpful.
  • Posted by CarolBlaha on 6/3/2010 at 7:22 AM Member
    Moxie, Why don't you just get on these sites and start exploring? I was verrrryy hesitant myself and sure I'd made a mess of it. Start with Linkedln and look for your town or city. Check out the search page and see what other local biz's are on there.

    As far as reading-- a friend of mine just got a Kindle and loves it. I don't know if it would help in your situation, but thought I'd suggest it anyway. Good luck!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Social Media)