By Mark Bingaman
Let’s face it. Insurance is a cold and impersonal product. I don’t know about you, but I fail to experience any especially warm and fuzzy feelings when I think about the company I buy insurance from. How can an insurance agency take Social Media - a medium intended to build warm relationships - and utilize it to nurture a brand awareness of their product and connection with customers?
One way may be in the intelligent manner explained in the video I’ve linked to below. It’s produced by a vendor that provides an array of marketing services to insurance agencies nationwide.
It describes how an agency blogger scours the Internet for interesting or entertaining content that the agency then posts to their blog, Facebook pages and Twitter feeds.
This is not an earth-shattering revelation or an especially innovative concept. But it crystallized - at least in my brain - how Social Media has transformed the digital properties of all businesses and organizations into potential informational and entertainment resources.
I certainly am not saying that the blog or Facebook page of an insurance agency or any business should hold a steady stream of wacky videos, jokes or particular news content. But, like anything, with a bit of balance, occasional insertion of entertainment or other relevant content can serve to humanize and personalize businesses that otherwise possess extremely staid images.
Geico seems to be doing very well with the large dose of humor and entertainment in their marketing. Perhaps Social Media provides you the same opportunity.
A Day in the Life of an Insurance Blogger
Monday, March 7, 2011
Thursday, December 9, 2010
Social Media Strategy for Apartment Complexes
by Mark Bingaman
For some reason, the thought just popped in my head. “Let’s randomly select an apartment community in the U.S. and see what they’re doing with their Facebook and Twitter efforts.” Being an individual who tends to listen to his thoughts, I went with the flow. A quick search of Twellow with the keywords “apartment community” showed La Maison River Oaks in Houston, Texas to have the most followers - 2,866 - of any apartment community profile on Twitter. On one hand, that number seems quite low. On the other, that’s sort of why I chose this category; building a large following as an apartment community must be relatively difficult. After all, who’s likely to be interested aside from the people who live there?
If you’re managing the social campaign for an apartment complex, you’re probably trying to accomplish three things -
1) Use Twitter and Facebook as a tool to keep residents up-to-date with community happenings.
2) Build a Social Media community that strengthens the sense of actual, real-world community that already exists among residents; a sort of bonding tool to keep them passionate and happy about living in your complex. The cool thing is that Social Media is probably the most effective device for that purpose EVER.
3) And, of course, it would be nice if lots and lots of people followed and friended your Social profiles - hopefully, qualified people who, someday, just may be interested in making your complex their home. Ah yes, there’s nothing like new business, is there?
Well, the truth is, succeeding with Number 3 is likely to take a good amount of effort and maybe a little bit of cash and Social marketing dollars. But doing great things with numbers 1 and 2 is relatively easy. (By the way, the Social Media Chamber of Commerce is developing Social strategies for apartment communities; contact us for details if you’d like to utilize Social Media better to your advantage.)
The folks at La Maison River Oaks provide a good mixture of Facebook posts and tweets that alternate between offering apartment complex information and general, topical info that resonates with residents and followers.
One tweet and post from La Maison honors Pearl Harbor Remembrance Day, another - on Cyber Monday - provides a link to tips on staying safe from cyber scammers, while others promote a toy drive, a happy hour at the complex lounge and, among others, the posting of pictures from a community event on their Facebook page. Overall, La Maison River Oaks serves their followers relevant information, mingled with just the proper, polite amount of self-promotion.
It’s a bit surprising to note that their Facebook page suffers from significantly lower interaction and friends, but with their solid Twitter following, I’m sure a bit of effort will easily expand the Facebook opportunity for La Maison River Oaks.
Overall, it’s a good effort. There’s quite a bit more that could be done, but this apartment complex displays the basic components of a solid, nuts and bolts beginning in Social Media community development.
Grade: B
La Maison on Twitter
La Maison on Facebook
For some reason, the thought just popped in my head. “Let’s randomly select an apartment community in the U.S. and see what they’re doing with their Facebook and Twitter efforts.” Being an individual who tends to listen to his thoughts, I went with the flow. A quick search of Twellow with the keywords “apartment community” showed La Maison River Oaks in Houston, Texas to have the most followers - 2,866 - of any apartment community profile on Twitter. On one hand, that number seems quite low. On the other, that’s sort of why I chose this category; building a large following as an apartment community must be relatively difficult. After all, who’s likely to be interested aside from the people who live there?
If you’re managing the social campaign for an apartment complex, you’re probably trying to accomplish three things -
1) Use Twitter and Facebook as a tool to keep residents up-to-date with community happenings.
2) Build a Social Media community that strengthens the sense of actual, real-world community that already exists among residents; a sort of bonding tool to keep them passionate and happy about living in your complex. The cool thing is that Social Media is probably the most effective device for that purpose EVER.
3) And, of course, it would be nice if lots and lots of people followed and friended your Social profiles - hopefully, qualified people who, someday, just may be interested in making your complex their home. Ah yes, there’s nothing like new business, is there?
Well, the truth is, succeeding with Number 3 is likely to take a good amount of effort and maybe a little bit of cash and Social marketing dollars. But doing great things with numbers 1 and 2 is relatively easy. (By the way, the Social Media Chamber of Commerce is developing Social strategies for apartment communities; contact us for details if you’d like to utilize Social Media better to your advantage.)
The folks at La Maison River Oaks provide a good mixture of Facebook posts and tweets that alternate between offering apartment complex information and general, topical info that resonates with residents and followers.
One tweet and post from La Maison honors Pearl Harbor Remembrance Day, another - on Cyber Monday - provides a link to tips on staying safe from cyber scammers, while others promote a toy drive, a happy hour at the complex lounge and, among others, the posting of pictures from a community event on their Facebook page. Overall, La Maison River Oaks serves their followers relevant information, mingled with just the proper, polite amount of self-promotion.
It’s a bit surprising to note that their Facebook page suffers from significantly lower interaction and friends, but with their solid Twitter following, I’m sure a bit of effort will easily expand the Facebook opportunity for La Maison River Oaks.
Overall, it’s a good effort. There’s quite a bit more that could be done, but this apartment complex displays the basic components of a solid, nuts and bolts beginning in Social Media community development.
Grade: B
La Maison on Twitter
La Maison on Facebook
Tuesday, November 16, 2010
Thursday, March 4, 2010
Restaurants, Twitter & Facebook: A Milwaukee Hotspot Loves the Social Thrill
by Mark Bingaman
Our buddy @ChrisBrogan turned us on to a Milwaukee restaurant chain that's taken to Social Media marketing with flourish. Chris recently posted a video interview he conducted with Joe Sorge, owner of 2 restaurants in Milwaukee, AJ Bombers and Water Buffalo. You'll find the link to the video at the bottom of this post.
Great information and inspiration from a restaurant owner who feels the power of social connection helping to build his business. In the video, he says the restaurant does its' best to keep the @AJBombers twitter and Facebook communities forefront with customers.
A check of the @Water_Buffalo Twitter profile showed 724 followers (obviously there's more work to be done there) but @AJBombers boasts 2,420 followers while the 'Bombers Facebook page displayed 900+ fans.
The restaurant also utilizes FourSquare, the burgeoning social community that rewards users of Social Media for visiting places of business.
Enjoy the interview and consider the thoughts of a hospitality entrepreneur investing in the Social Media opportunity.
How Social Media Can Power Your Business – Kitchen Table Talks
Posted using ShareThis
Our buddy @ChrisBrogan turned us on to a Milwaukee restaurant chain that's taken to Social Media marketing with flourish. Chris recently posted a video interview he conducted with Joe Sorge, owner of 2 restaurants in Milwaukee, AJ Bombers and Water Buffalo. You'll find the link to the video at the bottom of this post.
Great information and inspiration from a restaurant owner who feels the power of social connection helping to build his business. In the video, he says the restaurant does its' best to keep the @AJBombers twitter and Facebook communities forefront with customers.
A check of the @Water_Buffalo Twitter profile showed 724 followers (obviously there's more work to be done there) but @AJBombers boasts 2,420 followers while the 'Bombers Facebook page displayed 900+ fans.
The restaurant also utilizes FourSquare, the burgeoning social community that rewards users of Social Media for visiting places of business.
Enjoy the interview and consider the thoughts of a hospitality entrepreneur investing in the Social Media opportunity.
How Social Media Can Power Your Business – Kitchen Table Talks
Posted using ShareThis
Thursday, February 25, 2010
To Party or Not to Party; Social Media Strategy for St. Patrick's Day.
Hmm, only about 3 weeks away from St. Patrick's Day, are we? Whaddaya say we mull over some old-fashioned Social Media marketing plans for the day devoted to everyone's favorite Irish saint.
Certainly, if you're in the hospitality industry, your overall marketing approach and budget is already planned out for the wearin' of the green. But, is there a Social Media campaign ready to roll? I mean, c'mon, you can't have a rip-roarin' social event like a drinking holiday without plenty of Social Media action.
For many of you, given the embryonic reality of the Social Media world, this may be the first year you've been active on Facebook, LinkedIn, or Twitter. Guess what? Social Media can add a whole new element of fun to the party!
Now's the time to start growing buzz among your followers and make sure they know where the party is! Will your friends be receiving any special treats for receiving your tweets? Don't forget to plot your approach throughout the day of the event itself. Will you be actively tweeting and posting throughout all the green eggs, ham, and beer debauchery? A couple of Facebook posts and random tweets mentioning a party several days before the holiday just won't cut it. Your friends are more sophisticated than that. What will you do special for them in the social media universe? How will you shine and maximize your social opportunity?
If you haven't become active with YouTube yet, contemplate dipping your toe in those waters. Anyone hosting a blow-out bash should make sure portions of the event are being filmed for post-promotion efforts as well as marketing material for next year's shindig.
Are there vendors reliant upon your business who have taken to Social Media with special relish? Vendors who may be open to partnerships and allow cross-marketing to their fans and followers in an effort to drive more customers your way?
Then, there are the countless businesses who have no relation to drinking or parties whatsoever. What unique approach will you utilize to leverage your friends and followers, i.e. customers, to spike traffic and sales that day?
The bottom line is that this is an incredibly active day with people traveling here and there, often with no plans whatsoever. A smart business owner can utilize the immediacy of Social Media to pull customers to his or her location rather than the spot across town.
And the same holds true for consumers who don't fall into the "party" mold. Many of them still desire to be out and active, even if they have no interest in heading to the madness of the pub or restaurants. Give them options. A Social holiday demands a Social Media connection.
Certainly, if you're in the hospitality industry, your overall marketing approach and budget is already planned out for the wearin' of the green. But, is there a Social Media campaign ready to roll? I mean, c'mon, you can't have a rip-roarin' social event like a drinking holiday without plenty of Social Media action.
For many of you, given the embryonic reality of the Social Media world, this may be the first year you've been active on Facebook, LinkedIn, or Twitter. Guess what? Social Media can add a whole new element of fun to the party!
Now's the time to start growing buzz among your followers and make sure they know where the party is! Will your friends be receiving any special treats for receiving your tweets? Don't forget to plot your approach throughout the day of the event itself. Will you be actively tweeting and posting throughout all the green eggs, ham, and beer debauchery? A couple of Facebook posts and random tweets mentioning a party several days before the holiday just won't cut it. Your friends are more sophisticated than that. What will you do special for them in the social media universe? How will you shine and maximize your social opportunity?
If you haven't become active with YouTube yet, contemplate dipping your toe in those waters. Anyone hosting a blow-out bash should make sure portions of the event are being filmed for post-promotion efforts as well as marketing material for next year's shindig.
Are there vendors reliant upon your business who have taken to Social Media with special relish? Vendors who may be open to partnerships and allow cross-marketing to their fans and followers in an effort to drive more customers your way?
Then, there are the countless businesses who have no relation to drinking or parties whatsoever. What unique approach will you utilize to leverage your friends and followers, i.e. customers, to spike traffic and sales that day?
The bottom line is that this is an incredibly active day with people traveling here and there, often with no plans whatsoever. A smart business owner can utilize the immediacy of Social Media to pull customers to his or her location rather than the spot across town.
And the same holds true for consumers who don't fall into the "party" mold. Many of them still desire to be out and active, even if they have no interest in heading to the madness of the pub or restaurants. Give them options. A Social holiday demands a Social Media connection.
Friday, August 21, 2009
Don't Waste Your Weekend Business! Get Social...with Social Media
The weekend can be one of the most beneficial times for businesses and organizations of all types to impact their followers and friends via Social Media. Yet, since Friday, Saturday & Sunday often degrades into chaos for many of us, we neglect to do so.
That translates to a wasted opportunity as the consumers who are most likely to roll into your restaurant, shop, bar, festival, showing, concert or event are at their most active (and open to influence) when you just don't have the time to update your status on Facebook or Twitter. Bummer.
So what do you do? Make the time.
It's not enough to pre-promote your event thru the week and hope they'll remember to show. The beauty of Social Media is in it's immediacy! (I bet there's a pretty good reason that the word "media" is the primary root of the word "immediacy.")
If you're a real estate agent, make sure you're tweeting reminders about your open house on Saturday morning. If you're handling marketing for a festival throughout the weekend, gosh darn it, get those status updates and new pictures up on Facebook with regularity. Don't wait until the weekend is over! Showcase the fun everyone's having at your party and do it WHILE the fun is ongoing. Yes, believe it or not, there are plenty of people sitting at home on Facebook or cruising around looking for a good time, their cell phone anxiously ready for your tweet.
While post-promoting the event is fine (and something you should do) wouldn't it be all the better if those friends and followers were making your cash register sing and tickets sell?
If you're a nightclub anxious to get some more booties shakin' on the dance floor, a well-timed tweet at 11pm on Saturday night can do the trick.
If you're a retailer disappointed with a slow weekend, then crank up the Facebook and Twitter charm on Sunday at noon and roll out an impromptu "Friends & Followers" sale or sweet discount. But c'mon now. Make it interesting. That whole "10% off" thing is SO boring.
Yeah, I know, this is all pretty much common sense. But many of us forget to do it. The weekend is busy. But make it even busier by staying in touch and relevant at the exact time your followers and friends are most open to your message. In other words...Get SOCIAL on the weekend!
That translates to a wasted opportunity as the consumers who are most likely to roll into your restaurant, shop, bar, festival, showing, concert or event are at their most active (and open to influence) when you just don't have the time to update your status on Facebook or Twitter. Bummer.
So what do you do? Make the time.
It's not enough to pre-promote your event thru the week and hope they'll remember to show. The beauty of Social Media is in it's immediacy! (I bet there's a pretty good reason that the word "media" is the primary root of the word "immediacy.")
If you're a real estate agent, make sure you're tweeting reminders about your open house on Saturday morning. If you're handling marketing for a festival throughout the weekend, gosh darn it, get those status updates and new pictures up on Facebook with regularity. Don't wait until the weekend is over! Showcase the fun everyone's having at your party and do it WHILE the fun is ongoing. Yes, believe it or not, there are plenty of people sitting at home on Facebook or cruising around looking for a good time, their cell phone anxiously ready for your tweet.
While post-promoting the event is fine (and something you should do) wouldn't it be all the better if those friends and followers were making your cash register sing and tickets sell?
If you're a nightclub anxious to get some more booties shakin' on the dance floor, a well-timed tweet at 11pm on Saturday night can do the trick.
If you're a retailer disappointed with a slow weekend, then crank up the Facebook and Twitter charm on Sunday at noon and roll out an impromptu "Friends & Followers" sale or sweet discount. But c'mon now. Make it interesting. That whole "10% off" thing is SO boring.
Yeah, I know, this is all pretty much common sense. But many of us forget to do it. The weekend is busy. But make it even busier by staying in touch and relevant at the exact time your followers and friends are most open to your message. In other words...Get SOCIAL on the weekend!
Wednesday, August 12, 2009
How to Steal From Intel: Inside...Their Social Media Policy
No, really. Go ahead. Steal it. You should.
We have all kinds of readers, users & members at the International Social Media Chamber of Commerce. Home-based entrepreneurs, restaurant owners, enterprise CEO's, digital media strategists, Social Media directors, non-profit marketing directors...you get the idea. Every one of you a different kind of business and organization with many different goals and levels of social media comprehension.
If you're a small business owner or a one-man/woman shop you may not think an established "Social Media policy" is one of your most pressing concerns. And, it's probably not. But, the cool thing about the Social Media policy outlined for employees of Intel is that it makes sense for pretty much any organization or business galloping through the Social Media forest.
For a large corporation or any business with multiple employees...it works.
For an individual or entrepreneur trying to utilize the medium...it works.
So, if you're new to Social Media, or a small business, imagine the Intel policy as a guideline for how to best function & interact in this incredibly rewarding environment.
If you're a larger entity that lacks a clearly defined policy for your employees/volunteers (and don't forget sub-contractors & vendors!) then you can't go wrong by stealing a lot or a little from the Intel dictates.
Seriously, even if you're something like a mom-and-pop restaurant chain with a couple of locations and 15 or 20 employees, that's potentially 20 people with blogs, Facebook & Twitter profiles that represent your business and image. Make sure they understand both the benefits & the pitfalls available with Social Media.
Here's the Intel Social Media policy. Think about making it your own.
http://www.intel.com/sites/sitewide/en_US/social-media.htm
We have all kinds of readers, users & members at the International Social Media Chamber of Commerce. Home-based entrepreneurs, restaurant owners, enterprise CEO's, digital media strategists, Social Media directors, non-profit marketing directors...you get the idea. Every one of you a different kind of business and organization with many different goals and levels of social media comprehension.
If you're a small business owner or a one-man/woman shop you may not think an established "Social Media policy" is one of your most pressing concerns. And, it's probably not. But, the cool thing about the Social Media policy outlined for employees of Intel is that it makes sense for pretty much any organization or business galloping through the Social Media forest.
For a large corporation or any business with multiple employees...it works.
For an individual or entrepreneur trying to utilize the medium...it works.
So, if you're new to Social Media, or a small business, imagine the Intel policy as a guideline for how to best function & interact in this incredibly rewarding environment.
If you're a larger entity that lacks a clearly defined policy for your employees/volunteers (and don't forget sub-contractors & vendors!) then you can't go wrong by stealing a lot or a little from the Intel dictates.
Seriously, even if you're something like a mom-and-pop restaurant chain with a couple of locations and 15 or 20 employees, that's potentially 20 people with blogs, Facebook & Twitter profiles that represent your business and image. Make sure they understand both the benefits & the pitfalls available with Social Media.
Here's the Intel Social Media policy. Think about making it your own.
http://www.intel.com/sites/sitewide/en_US/social-media.htm
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