A brand ambassador is a key influencer in any given topic that agrees to endorse your product to their audience.  For example, this year The Limited clothing brand launched a new plus-size brand called Eloquii.  Instead of reaching out to one of the many full figured actresses in Hollywood, The Limited hired plus-size fashion blogger Gabi Gregg of gabifresh.com.  Gabi’s blog is read by thousands of readers who look to her for plus-sized fashion inspiration.  If Gabi posts a blog about a gorgeous piece from Eloquii you better believe tons of her readers, who already emulate her style, will run to the site and purchase that very article of clothing.  

Even your existing audience can serve as brand ambassadors.  Whenever someone in your company’s social network shares content linking back to you, they are spreading the word.  If you are still warming up to the idea of social media (and you really should be on board by now!) try creating a traditional marketing campaign that encourages your network to serve as brand ambassadors. Perhaps you can send out stickers for clients to display on their doors or windows, or maybe infuse an incentive into a referral-based campaign. The idea of brand ambassadors works for two reasons: it is based on the fail-proof equity of word-of-mouth and second it allows your brand to tap into the trust already built between an influencer and their audience. If you are unsure exactly who is the best person to reach out to for an ambassador  partnership you can try tools like  Klout.  Klout is a website that measures peoples online influence and  can help you get your products/brand in the right hands.

By building partnerships with brand ambassadors you will be able to precisely pinpoint your audience. So stop playing phone tag with Tom Cruise’s people and start identifying the attainable celebrities that will help give your brand some real cred.

The decrease in commenting can be accredited to none other then social media. More and more people are opting to share posts they find interesting rather then comment. And guess what? It’s good for business! Think of it this way… having a client tell you they are happy with the work you provided them is great, but what’s even better is having that client tell 5 friends they are happy with the work YOU provided them.

Adding a sharing tool (a widget that allows your blog visitors to easily send your link out to their social networks) is a great way to get visibility and drive your brand values.  It’s also a great way to get a group of people talking about your brand who otherwise wouldn’t.  Be sure to look for sharing plugins that make it easy for you to track who is sharing your link. (AddThis is the industry standard, it’s easy to install and best of all free).

As nice as it is to hear all the positive feedback you also want to be able to track down any negative issues as well (remember social networking is a great opportunity for customer service . Add sharing tools to your blog today to open the conversation… to everyone.

Sealed with a K.I.S.S. – The look and feel of this site is very simple and clean.  The Keep It Stupid Simple principle is most certainly applied.  With social networking the content is driven by users whose content cannot be anticipated.  Keeping the site design simple allows the website to avoid looking cluttered.

Easy Catch – The usability of the site is also pretty intuitive. The different sections on the site all have catchy names that make it easy for you to associate them with their purpose.  All your updates and friends updates can be found on the Stream, Your friends can be found and grouped together in the Circles section, conversations happen over in the Huddle, and Spark is the section dedicated to showcasing and discovering things that interest you – a strategic repurposing of Google’s all powerful search.  Finally if you need some face time with a friend or two head on over to the Hangout section for video chatting.

Seamlessly Annoying – Since this is a Google product naturally the site seamlessly integrates all your Google accounts into your profile.  No need to upload pictures.  Your Picasa (soon to be Google photos) automatically feeds into your Google+ account.  As much as I enjoy having one less thing to do this ended up being even more of a hassle as I had to go into my Picasa account and change the visibility settings to a ton of my albums.

Out of Business – If you are wondering how and if your company should set up a Google+ account the only answer is no.  Google has yet to open up the new site to businesses and brands and in this early stage most users are just familiarizing themselves with the network and are more focused with building their personal circles.

Even though Google+ isn’t a place for brands just yet I think Google definitely has the clout to make this a top contender in the social networking scene which in the future could lead to a new venue for online advertising. I encourage you to bookmark the site and keep your eye on it for future marketing opportunities.. In the interim take note on Google’s simple, clean, and catchy approach to social networking which is a + in my book.

Right under your nose – The first place to look for social media followers is your client list.  Current or past clients are the ideal audience to build a foundation for your fan base because they (hopefully) have a good relationship with your company and will have no problems letting people in their network know how much they enjoy working with you.

If WE build it – We’ve all heard the saying ‘If you build it, they will come.”  Unfortunately it isn’t that easy with social media.  Including your audience in decisions and encouraging them to voice their opinions will make them root for you much harder. When WE build it instead of YOU not only will people come they will tell their friends about it.

Make it worth their while – The more brands realize the importance of social media, the more saturated social networking sites are becoming.  People have the option to follow hundreds upon hundreds of their favorite brands. In order to stand out you’ll need something exclusive to offer your followers. Whether it is exclusive information or special offers/discounts, show your online community you appreciate them.

Follow the leader – A great way to build a following is to tap into a community that already exists by building a relationship with its leaders. Look for popular bloggers in your field, follow them and engage in online conversations.  Their networks will soon notice your back and forth and their curiosity will most likely get you a few new followers.

Make friends, not enemies – Definitely  try different tactics for gaining new followers to see what works and what doesn’t however, there is one method that has proven to be a social networking no-no.  Do not bombard your followers’ networks with unsolicited messages/request to follow you.  Most social networking sites have strict rules on this practice; mainly it’s spam. Spamming is counterproductive to building your network since your account will most likely be suspended.

Taking these tips into consideration, your follower count should go up in no time.  Remember to provide valuable information and engage with your new found friends. Staying an active member of your own online community is just as important as seeing the numbers rise.

Do get noticed – While I certainly do not agree with Mr.Sheen’s approach for attention I do encourage a marketing campaign that is a little out the box.  If you already follow this blog, then you know I am a big fan of giveaways, viral campaigns, and clever messaging as ways to add some pizzazz to your existing marketing efforts.

Do use catchy one-liners – It is undeniable that the reason people are obsessed with Charlie sheen is his clever [or crazy] one liners. Consumable sound bytes resonate with your target audience and, if you’re lucky, can become part of their everyday speech (think about Nike’s Just Do It or the Army’s Be All That You Can Be.)  Catchy messaging can go far beyond a campaign to give your brand sustainability.

Do use social media – Much like Kanye West, after Charlie had his public breakdown, the celebrity joined Twitter and continued his media frenzy online.  Using some of his more popular catch phrases as hash tags Sheen managed to extend his 15 min of fame.  Whether it is Twitter, Facebook, Tumblr, or even just a blog, having a presence on social media is a great way for your company to connect with new audiences, help with search engine optimization and, just like Charlie Sheen, continue your offline momentum on a new channel.

Don’t respond negatively – From TV execs to media personalities, part of Charlie Sheen’s antics have been to publicly insult anyone he feels [or has felt] offended by. With social media it is particularly important to know how to respond to negative feedback.  If someone posts negative feedback on your company’s profile see that as an opportunity for customer service.  Respond to the person and try and resolve their problem.  Your other followers will appreciate your dedication.  If someone is posting nasty comments that can not be resolved simply ignore the posts.  If the post are offensive to others and are happening very often you may want to block the user and delete their comments.

Don’t confuse your audience – Although people are living the Sheen dream and loving all of the one liners, sometimes Charlie Sheen gets to into his own head and starts nonsensically rambling. When marketing your business it is important to stay on target and have clear messaging in all your communications.

Taking these 5 lessons into consideration will keep your companies marketing efforts winning.

Tumblr is a microblogging site that has been gaining popularity thanks to its super simple interface that allows users to post and more importantly share posts of interest easily.   Many media outlets  have started to use Tumblr as a tool to gain visibility and new traffic to their sites and blogs. Newsweek pioneered the way with many others such as NPR, Huffington Post, & the Economist jumping on the Tumblr band wagon. These companies have all been using the site to post condensed content that redirects readers to their main blogs and/or websites. This has helped them attract a newer audience almost daily.

If your blog or website views are coming to a lull you may want to look into signing up. Keep in mind as great as Tumblr is, it isn’t for everyone. Organizations that cater to mass audiences versus B2B may find more benefits to Tumblr. If you do decide to give Tumblr a whirl here are a few tips:

• Your Tumblr posts should be related to the content on your main site but not as intense.
• Try following Tumblr pages with similar content as yours.
• The more people you interact with on Tumblr the more people will interact with you (ensuring higher visibility to your brand and message.)

Following these simple guidelines and maybe Tumblr can have the blog views rolling in.

Prior to 2010 if I said ‘Hide your kids, hide your wife” most people would probably go into a panic and assume danger was lurking.  Now this phrase brings a smile to faces as they recall the viral “Bed Intruder” video.  Antoine Dodson became an internet sensation when believe it or not, his sister was attacked in her home and the local news came to interview the family.  Antoine was very upset and quite animated.  The folks over at  schmoyoho took his interview added a catchy beat and vocal effects which catapulted Dodson into the hottest thing on the internet.  Since the video has gone viral Antoine has appeared on countless talk shows.  The parody is actually sold on iTunes and with the profit Antoine and his family have plans to buy a home.

Most recently another unintentional celebrity has merged from the web.  Ted  William better known as “The man with the golden voice” is someone who had fallen on his luck.  Ted was once on air radio personality who gave into his addictions to drugs & alcohol.  Eventually his vices (which apparently he is still battling with) cost him his career and he has been homeless for quite some time.  A local newspaper filmed him for their YouTube channel and the video was such a hit that in the matter of 4 days Ted William got a haircut, a home, reunited with his mother, a slue of TV show appearances, and what he wanted the most a job.

Your business could become a hit on the net as well.  A flip camera, creative idea, and good marketing plan can result in an excellent web video. Although it is important to think outside the box don’t forget to stay relevant to your products and/or service.  Trying out new marketing techniques could have a great payoff.  Even if your video doesn’t quite reach viral status, your organization will be sure to have star power in the eyes of potential clients.

Once you check in… With cell phones becoming more advanced and the debut of gadgets like the IPad and Galaxy tab, the average computer user has been unchained from their desk and is now able to surf the web on the go. As mobile technology becomes more advanced, location-based social networking sites like Foursquare and Gowalla are gaining popularity. Even the social media heavy hitters started noticing. Twitter added the option to send location information with your tweets and Facebook has a places check-in feature now as well. I suspect in 2011 a lot of brands will start offering more location-based incentives to consumers. Next time you’re at your favorite store be prepared to ‘check-in’ in order to receive a discount or gift with purchase.

All for one… It is no secret that online group purchasing is a hit. People all over the country are logging in to sites such as Groupon and Living Social to purchase discounts for local restaurants and services. For those not familiar (and living under a rock) the way these group purchasing websites work is that a business will list a discounted deal (usually up for 24-27 hours) for purchase. A certain amount of people must buy the deal in order for it to be valid. In August, Groupon launched their first national offer with the clothing retailer Gap. The sale was a huge success and it was reported that 10 Gap deals were being sold per second. Nordstrom Rack and American Apparel are two retailers that have recently jumped on board and had success as well. In 2011 I anticipate this to catch on even more and predict not only clothing retailers but big brands like Starbucks and Target will hop on board.

App shopping… Whether you prefer Android or Apple there is no doubt that people love their apps. There is virtually an app for everything you can think of. With mobile networks getting faster and stronger a lot of brands have already began popping up in the apps market. Beauty retailer Sephora has an Apple app that allows you to scan barcodes for product information and availability. Since these apps run on the mobile networks as well as wifi I think a lot of retailers will begin including shopping through apps as an option. Most mobile devices have social media integration so once you finish purchasing an item you should be able to let your social networks know about your great new purchase.

The return of the fallen… Expect to hear the word MySpace a lot in the new year (and possibly reactivate your account!) With a new logo and layout it seems MySpace is trying to creep back onto the social networking space. I don’t know if I am quite predicting a complete comeback per se, but I do expect to see a lot of efforts from the company in 2011 to bring the masses back on the site. Although Facebook is at the top of the game right now, some could argue that they have nowhere to go but downhill. A lot of Facebook users are already complaining about the constant changes the site seems to roll out.

There are a lot of opportunities to look forward in the new year and your business could easily follow suit and join in on the social media revolution. Be sure to stay informed on the trends that are popular throughout the year and see where your organization fits in the mix. Happy New Year!

Customer Input Reinvented – Starbucks My Idea is a social community that lives on the Starbucks website. The concept is simple. Customers make suggestions on what they want to see in the stores. Sounds like any other forum right? Well the genius behind this is that Starbucks actually selects the ideas with the most buzz and makes them happen. It’s taking listening to its customers to a whole new level and paying off in a big way for the coffeehouse.

Adapting to Your Target – There is no doubt that social media had a huge part in the last presidential election. President Obama’s campaign truly embraced this new era of marketing. Not only did his campaign set up profiles on all the major social networking sites, they also used tools such as Ustream to broadcast speeches on the web and an IPhone app that encouraged people to spread the word and vote. Obama’s approach captivated younger voters and they came out in droves to the polls. His fresh approach to politics and marketing were a winning combination. Let’s see if he can use these techniques to bring up his approval ratings…

Interacting With Your Audience – When Old Spice wanted to sell more body wash they realized they had to take a new approach – they bypassed their customers and went straight to their girlfriends. Old Spice launched a comical commercial featuring a tall dark and handsome guy enticing women to buy Old Spice body wash for their boyfriends so that they could smell just like him. The commercial was a hit and Old Spice took it to the next level. Old Spice launched personalized YouTube video responses to people who tweeted the Old Spice guy. Fans of the commercial loved this unique interaction so much that the campaign gained nationwide recognition for its innovative use of social networking.

Building a Brand – Chicago-based T-shirt company Threadless lives, breathes, and eats social media. For those who aren’t familiar, Threadless is a company that allows people to submit t-shirt designs to their site. Threadless customers then vote on which shirt designs will be sold for that week and the winning designers not only get their shirts sold but also some cash. Basically the company’s website in itself is an online community. Threadless is known for using social networking to build their brand and secure brand buy in. Their customers love how accessible and interactive they are and they have the following to prove it.

As you see with the examples i mentioned social media marketing is not to different from traditional marketing efforts you are use to yet when done correctly the results speak for themselves. With a little research, time, and effort your brand could also see big results by implementing social media into your marketing plan.

Social networking sites have become the new soapbox for people’s rants and raves about a company, service, or product.  They say 1 lost customer will tell at least 3 of their friends about their experience. With social networking in the mix that number could be anywhere from ten to thousands of people hearing about how good or bad your company is doing.  This may seem frightening but it isn’t just negative experiences that make it to status updates.   For example just the other day our President Facebook’ed about an excellent customer service experience she had during a stop at a local Staples store.

Websites like Facebook and Twitter allow you to get feedback directly from your customers almost instantly.  It is important to monitor both the negative and positive buzz associated with your company online.  If you can help a customer with a problem via social media not only will they sing your praises again, but their whole network will witness how committed you are to customer service.  This morning I was surfing the Comcast website ready to switch and now I am holding off hopeful that AT&T will fix my connection problems.  Be sure to also interact and thank those loyal customers who are raving about you. This is a great opportunity to get free market research and better understand your organization’s strengths and weaknesses. Don’t fail to take advantage of this opportunity to stay connected.