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On the Web : Dont You Forget About Me

Doesnt everyone know how to tweet and friend? I dont think so!

February 2010 BY Paul Miller

The jury will be out for some time on just how much money can be made directly from social media. But retailers rooted in stores, catalogs and the web have worked diligently to explore ways they can squeeze incremental revenue from this emerging channel.

In fact, 91 percent of companies polled in a recent study by the Center for Marketing Research at the University of Massachusetts Dartmouth said they used at least one social media site in 2009. Eighty-two percent said they used Twitter successfully, while 87 percent found success with other social networking sites.

Many have done a great job exploiting social media for customer retention, customer service, branding, merchandising, special offers, search and contests. A number of these companies — such as Best Buy, Toys "R" Us, Amazon.com and Target — Tweeted and sent Facebook alerts about their big holiday sales last November and December to cash in on bargain-hungry shoppers.

But while so many marketers have been Johnny-on-the-spot in keeping up with this medium and its technology, a good many of them are, nevertheless, forgetting about … ME.

Not a Technophobe, But …
Who's ME? I'm a potentially viable social media customer whom you've yet to come anywhere near close to tapping, that's who. Let me tell you a little about myself as a "young," 49-year-old baby boomer, because you may be missing out on a treasure trove of people like me:

  • For my new job with a trade association, I need to be on top of most technological advances, but I'm hardly a techie. However, I'm no technophobe either.
  • I like to socialize by seeing friends in person, calling them or emailing them.
  • I don't text very much. When I do, it's usually only to my 19-year-old son. Like other teens and college kids, he texts more times in an hour than most people send emails in a month.
  • I barely scratch the surface on Facebook or Twitter. I've set up accounts on both but rarely use them, opting for simple email instead.

A lot of people like me don't "do" social media. We don't want to spend all that time gabbing in 140 characters or less, nor do we care to go to a fan page of some retailer, online merchant or cataloger.

Friend Us and Profit

 

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FROM THE BOOKSTORE

<P>“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.” <BR><STRONG>--Chris Brogan</STRONG>, president of Human Business Works <BR><BR>“Social media isn’t inexpensive; it’s different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In <EM>Social Media ROI</EM>, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It’s about time.” <BR><STRONG>--Jay Baer</STRONG>, coauthor of <EM>The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social <BR></EM><BR>“<EM>Social Media ROI</EM> gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can’t go wrong with <EM>Social Media ROI</EM>.” <BR><STRONG>--Geoff Livingston</STRONG>, author of <EM>Welcome to the Fifth Estate</EM> and <EM>Now Is Gone</EM> <BR><BR>“Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding.” <BR><STRONG>--Kyle Lacy</STRONG>, principal at MindFrame (yourmindframe.com) and author of <EM>Branding Yourself <BR></EM><BR>“Ladies and gentlemen, the social media code has officially been cracked. In <EM>Social Media ROI</EM>, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments.” <BR><STRONG>--Sally Hogshead</STRONG>, author of <EM>Fascinate: Your 7 Triggers to Persuasion and Captivation</EM> <BR><BR>“If you know Olivier, you know he goes beyond the bullshit. He ‘gets it.’ This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It’s a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results.” <BR><STRONG>--Brandon Prebynski</STRONG>, social media strategist <BR><BR><STRONG>Use Social and Viral Technologies to Supercharge Your Customer Service! <BR></STRONG><BR>Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. <EM>Social Media ROI</EM> delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. </P> Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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