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What Digital & Social Media Marketers Can Learn from Business Consultants [Opinion]

In the last five years I have heard some wild claims about who makes the best marketer – those claims have ranged from PR professionals, who ‘should be the only people to do it’, to Social Media, to ‘it takes a Sales Professional to provide the best internet marketing.’

I’d like you to think of Digital Assets in the form of a building:

  • The windows are Social Media – transparency of course
  • The walls are the advertising efforts – the place to display and show
  • The doors are the PR – as media attention helps get people to walk through the door
  • The shelves, displays and racks are the event planners – presentation and onsite execution
  • The Roof is the website – it covers everything else

However, the missing element is the foundation or the business itself. The digital and social media industry has gotten a lot of bad heat on not being effective and I would argue that has happened because the keystone has been missing, the Business Consultant.

I warn almost everyone that I interact with to look for the red flags when meeting a PR, Web, SEO, Social Media, Event Professional, etc. The best way to know if that have any clue what they are talking about will come with the first interaction. Do they start talking to you about their business and products, or do they ask you about yours?

The world is filled with overnight talent and businesses that offer these services and I say talent because most are very good at their niche, unfortunately it seems to end there. Think of it like a great marksman sent off to war to be a sniper without any military training. The ability to hit a target does not translate to being an effect solider, especially in terms of the bigger picture.

The transformed business consultants that are working as project managers and on the rare occasion can provide Web Development, SEO, Social Media and more are carrying with them the greatest lesson the marketing industry can learn, success goes beyond the view, comment and call!

Traditional marketing and advertising was all about visibility and the connection point, the advertising was a success when the consumer connected with your name, product or service.( i.e. someone visited the website, opened the email, opened the text message or called your phone, that is marketing success in the traditional context). The ability to convert that experience into a sale was the business owners problem. This is the reason businesses fail continuously and why corporate leadership is completely in the dark with the digital environment.

How Can We do Better or Demand Better?

Take the Business Consultant approach, inquire about the business model, the products or services, why the target market is the target market. Take the campaign backwards, go from the conversion or sale to the campaigns and tools to reach consumers. Build the model on the business and remember the best in any industry become the best from exploring. Sometimes it’s easier to create new then fix broken.

Why “NO” is so important to the Profession of Digital & Social Media Marketing [Opinion]

The overnight rush of Web developers lead to overnight SEO providers and then the flood of Social Media Marketers. Which in turn lead to every PR, advertising and marketing agency claiming to offer services they knew nothing about to save their revenue streams. The industry changed so fast that quantity quickly overtook quality.

“NO” is crucial to not just the digital and social industry but the recovery of our economy! I was sitting in a session at BlogWorld, it was about monetization, each of the three presenters had the same story the “advertisers found us” and “I spent nothing on advertising”.

I had to go to the mic, this is such a common carless comment that I had an ethical obligation to set straight.

The question: “You said that advertisers found you and that you spent nothing on advertising, but I want you to think of what the cost was… you might not have purchased advertising but clearly you spent time and money to build your…”

All three faces quickly had a look that you couldn’t quite place, perhaps it was horror? Then Lou Mongello of Walt Disney World Radio jumped to answer, “Oh it was so expensive, it cost me time, I had to sell my house and I spent money on all sorts of things”.

Lou Mongello then went on to explain that part of his success came from having his families support and the understanding of sacrifice to accomplish the long term goal.

Don’t Go In Unprepared

Here is the crucial point of this article, because so many enter into digital and social media services unprepared with misrepresentation of their own business model, they are ill equipped to help their clients with the same problem. In the need to create profits they become like AOL, they leap into every adventure without any thought of their clients business model or worse their own long term business model.

Learning to say “NO” allows you to take on clients that will be successful with your talent or service, it garnishes long term revenue for your business and a reputation for growth. It’s not easy being picky in the beginning, or when times are tough, but it is successful! Even more importantly, it keeps others from wasting their life savings on an idea or business that they are underfunded, underequipped or worse ignorant about from losing their time and money. It also prevents the overwhelming false, false from becoming the digital and social media industry. The Social Media Marketer did not intentionally fail you, the web developer did not build a crappy website or fail to generate valuable SEO, the business was flawed and directed to fail from the beginning and the digital and social industry should not take the blame for that.

Pick your clients carefully, for the benefit of them, yourself and our industry.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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#140conf in New York City June 19th – 20th 2012 [Event]

This year the #140c will be hosted at the 92nd Street Y at 1395 Lexington Avenue in NYC.

The History of the #140conf

In its fourth year running, this conference has had no shortages of experts with a plethora of educational and trending information to provide attendees. Each year it simply gets better and better.

In 2009, #140conf hosted events in:

2011 found #140conf spreading even further across the globe with events held in more locations than before.

There have also been a number of #140conf Meetups which have taken place across the United States, and outside of the states including places like the UK, Kenya and Israel.

In addition, check out the writers panel from #140conf 2011 that featured Debre Eckerling from @WriteOnOnline, Jeanne V Bowerman @jeannevb and Tracey Jackson @traceyjackson4.

With many more impressive panels the 2011 #140conf was a rousing success. This year is shaping up to top them all.

Jeff Pulver Speaks

In April, 2012, Jeff Pulver shared a talk in Des Moines Iowa and he had some very compelling things to say about how we act and interact on our social networks. Are you YOU on your social networks? Are you who you think your friends and consumers think you should be? If you are anything but yourself you are not really connecting with those most important when it comes to marketing yourself or your brand. Jeff put it out there pretty well when he asked:

Are you you? Are you connecting to the person who you are? Are you true to yourself? If you Tweeted yourself would you talk back? Would you friend yourself?

I can relate to this as it is very similar to my previous article “Who are you?”

Societal communications are occurring now on a global level. Jeff reminds us that while the communication line is open, we have plenty of social media users who are more than happy to be brash, rude, insensitive, and that perhaps these people are being themselves. But we also have others who are the veritable shrinking violets, who are unlikely to ever be heard on a grand scale. And then we have our social leaders. Those whose Tweets and Status shares compel us, attract us. In most cases, those people have a strength we admire. Each of us have our own strengths when it comes to how we voice our feelings, how we communicate. In each of us is our true voice that when shared with the Twitterverse, or asserted on a Facebook status will have its own selling point, for those with a similar voice, opinions and assertions.

Inspire others whenever you can, because you can.

This Year’s #140conf NYC

The turnout for this year’s conference is expected to be attendees from 17 countries and 31 states.It is already expected to be the largest worldwide gather of entrepreneurs and professionals who are interested in the effects of real-time on people and businesses.

The focus will be on how the internet has the power to change lives and all attendees should expect to leave with a new outlook on how real-time interaction on the web can be used to grow your business or personal life, or even to do something intrinsically meaningful such as activism in charities you support. The options are almost endless.

The schedule is a fast paced and very unique one. It is the intention of the organizers to supply the perfect platform for as wide of a demographic as possible. Everyone is encouraged to share their thoughts or engage with attendees and speakers. Individual talks will be limited to ten minute excerpts and panel discussions will run for 10 to 15 minute sets.

Conference speakers will be arriving in NYC from all over the world. Speakers from the Pacific, South America, Europe, Asia, Canada and of course many from the United States.

Register Today to Be a Part of This Event

Interested in having your voice heard at a future #140conf event? We are always looking for new voices to introduce to our community. Just drop a note to Jeff Pulver. Interested in leveraging the influence of the #140conf NYC community? we are looking for companies interested in sponsoring this event.

The #140conf events –Tweetups, Conferences, Parties and Roadtrips – present an opportunity to consistently broaden your social media knowledge, whether for its own sake, or for application in communication, business, news, politics, philathropy or just about any other sphere. You always meet the most interesting and creative people at these events, and each time, Jeff’s mix of speakers,  their topics and perspective leave you substantially more informed and meaningfully inspired.

– Ian Aronovich – @GovtAuctions

Don’t miss this years @140conf #140conf in NYC!

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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Corporate Social Media Summit New York 2012 [Event]

Once again The Corporate Social Media Summit is back and as usual will come complete with real insight, valid experience and the answers you may be looking for when it comes to social media. There will be over 150 top delegates in attendance. Get registered as soon as possible to insure your place at this phenomenal social media educational summit.

What Can Attendees Expect from the New York Corporate Social Media Summit 2012?

There are many elements of social media, networking and marketing that attendees will take away from the conference.

  • Attendees will get familiar with methods and tools that can help to create a social media marketing strategy that encourages long-term success for their companies. Expect to learn about how such companies as Dunkin’, AVG, Comcast and others have formulated effective social media structures and how to model a similar strategy that will boost your businesses social brand awareness quickly.
  • Attendees will get the chance to connect and network with over 250 social media pros. This global event already has confirmation from many countries such as South Korea and Norway. This will be attendees chance to rub shoulders with personell from Hyundai, Warner Home Video, RCN, Adobe and more.
  • Attendees will be given the information they need to get ahead of their competition. With social media being a constantly evolving industry, it is imperative to keep abreast of the latest strategies and best practices. At the New York Corporate Social Media Summit attendees will hear from representatives from Boeing, American Express and more.

In its third year, the New York Corporate Social Media Summit supplies an ultimate learning experience in addition to valuable networking experience for the constantly evolving marketing industry. This year’s summit will benefit attendees with 5 new additions that will help business owners learn to address some of the top issues in social media today.

  1. Speakers from Europe will be sharing some of their best practices with attendees. Some of the best brands in Europe are represented and will discuss some of the elements that have led to their success.
  2. Attendees will be able to meet and network with over 250 senior level professionals.
  3. A unique session where the attendees get to set the agenda. This is the time to ask those questions that you have been searching and researching for.
  4. Some of the best service providers around will be on hand to help with solutions to manage your own personal strategies, resources and other financial issues.
  5. A networking opportunity and best practice sharing in a Linkedin group that is exclusively for some of social media’s most experienced figures.

Register Now

Author:@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc.A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.Sources:

“A Tree Grows in Brooklyn” – A Hot Trade Show Helps Businesses Grow

Brooklyn Borough President Marty Markowitz

Brooklyn Borough President Marty Markowitz (Photo credit: Wikipedia)

Business people flocked to the Trade Brooklyn event on March 20th, jamming the aisles and packing the seminars and workshops.  In this tough economy, it was refreshing to see the high level of interest in this event.  A packed exhibit floor with over 100 booths and valuable marketing seminars kept the more than 1,300 attendees busy all day.  For this reporter, who has attended so many sparsely attended shows in recent years, it was eye-opening.

Marty Markowitz, the Brooklyn borough President, kicked off Trade Brooklyn, Brooklyn Chamber of Commerce breakfast in the morning by taking the microphone and doing what politicians do best – getting the crowd excited about the event.

The exhibit floor was packed with over diverse exhibitors, ranging from small companies, to banks, insurance firms and even to portable toilets (CallAHead). People interacted, exchanged ideas and business leads.  People stayed all day and walked around talking to the vendors and packed seminars including several Digital Brand Marketing Education sponsored. Lots and lots of good business connections were made and the energy in the room was noticeable.

In addition to exhibits, seminars covered topics important to business leaders such as “How to Franchise Your Business,” “Changes to Social Media that Impact Business Strategy” and “Small Business and the Affordable Health Care Act.” I was personally quite surprised, when in the morning session by Digital Brand Marketing Education, I asked the audience “How many of you are business owners?” About 2/3 of the room raised hands.

With the economy struggling to get back on its feet, it was refreshing to see a popular B2B tradeshow bring together businesses from all over the New York metro area.  It is these kind of event that will again get business growing again.   It’s clear that not only trees grow in Brooklyn, businesses and entrepreneurs do as well.

Author:

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm.  For more information, go to corbettpr.com or to his blog corbettprblog.com.  He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

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Inbound Marketing Summit NYC 2012 – 3 Important Tips to Take Home

If you had the opportunity to sit in on the panels at the Inbound Marketing Summit in New York this year, you likely took away a few vital lessons that you can carry to your business. The conference itself has evolved over the last few years. It has held a focus on social marketing strategies, but has also begun a swift evolution to cover other vital elements such as social TV, touch screen devices, and mobile marketing, as well as defining what these technological shifts really mean for professionals utilizing engagement skills and strategies.

While many interesting points were made, there were absolutely three great highlights that every small business owner should consider when focusing on social media and fan engagement.

Social Media Advertising

Most social networks such as Twitter, Facebook, and even LinkedIn have opportunities for advertising at relatively affordable prices. While businesses are building and managing their content in order to break through valuable channels to achieve better engagement, they are finding that advertising can be easy when it is placed where people are hanging around the most. With the many Facebook, Twitter, and LinkedIn stats we are familiar with when it comes to time spent on social networks these days, there is no doubt that although more affordable than many other types of digital or traditional advertising, they are still highly effective. The IMS panels recommended trying this out on your Facebook Fan page since it is significantly easier to build an audience there.

Responding and Engaging

You have heard it before here at DBMEI, it is not enough to simply create formats for your consumers to interact with, you actually have to be responsive, and in a relatively short period of time for maximum engagement opportunities. Business owners can either use a team to ensure engagement in a timely manner, or they can use alerts and other monitoring programs to ensure their consumers or prospective customers are given responses before too much time has passed. They should also not wait until there is an issue to engage, even if a visitor just stops by to post or praise your products and services, give them a swift thanks a Like, and a special coupon code when at all possible. Make interactivity on your social media platforms a source of mutual positive reinforcement when at all possible.

Have a Plan

Business owners need to have a plan. You shouldn’t be rolling over, firing up the computer, and tapping your fingers until the content idea comes to you. You need a lot more of a forecasted plan than that. Using a social media editorial calendar can be a helpful way to pre-plan and map out topics so that they are optimized for distribution, coverage, and of course engagement. You should know ahead of time, aside from breaking or important trending news, what type of content will be created and when it will be set for distribution. Knowing your audience and what type of content they can appreciate, combined with a social media editorial calendar will help business owners to better manage engagement with current or potential consumers.

Many other vital points arose that are also swiftly becoming crucial elements in business marketing such as tablets and social TV and their respective places in a full-bodied marketing campaign. Since Americans still watch around 35 hours of TV per week, many now on touch screen devices and tablets, marketing professionals now need to begin to consider how to capture an audience’s attention across multiple devices simultaneously.

However, it is also important to recall that another lesson from IMS included understanding user behavior over in-depth knowledge about emerging technologies.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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