In my opinion, the Super Bowl Social Media Center is proof that social media is now being taken seriously. It is not just an option that is a last minute throw in. Social media is now getting recognition as a legitimate news source, a practical and effective way to communicate with a large number of people in an interactive and engaging format. In addition this format enables, and more importantly encourages, the sharing of this information and interaction.

Brands spent more than ever this year on their Super Bowl advertisements and are now patting themselves on the back for their herculean efforts and competing to show whose commercials drew the most accolades.  In my opinion much of those vast expenditures could have been better spent… or at the very least a portion should be devoted in the future to interaction and engagement that gives the brands a view into the hearts and minds of their consumers.

Social media, when executed, integrated, and leveraged properly and strategically, can and will do more for a brand than a one-time commercial entertainment spend. Take for example the Pepsi and Coke commercials.  Coke and Pepsi both spent millions of dollars between the animated bears, Elton John and Flavor Flav in their commercials, but did either of those spends do anything to truly connect with shoppers? They are entertainment and the same as sponsorship of any entertainment event. They have value, certainly, as they make their names top-of-mind, bring a smile to the face of millions and create conversation… all valuable in the branding world. But… is that conversation about the brand or about the entertainment?  Social is a direct link that builds connections, relationships and allows the consumers to express what it all means to them in their lives, the way they live and ultimately in how they shop. I think the idea here is that consumers are looking to connect with each other and with brands to interact, provide feedback and be recognized.

For example, Twitter parties connect to hundreds of influential shoppers that broadcast to potentially millions of other shoppers. If orchestrated correctly during an event, and on a regular basis, and executed/connected to a myriad of other user-generated media, will create a more valuable connection… and be a door to future engagement.

The marketing paradigm is shifting with much greater “power to the people” facilitated by social media. If you want to continue to reach your market, it’s not just about advertising any more, but about building relationships. Just activating your audience, however, is not enough. A brand always needs to be working to keep these valued influencer and advocate relationships alive and strong and build an emotional connection. Always remember that brand loyalty declines due to lack of relevance — this has been evident for years and is clearly a direct result of not listening… and NOT hearing when you do listen. When building a social media presence, building relationships through engaging as many people by truly interacting with them, and doing what I call “looking them in the eye digitally,” is what will build value and loyalty for the long-term. Always keep in mind that Social media’s incredible power is in allowing us to instantaneously connect to, interact with, and build relationships with our audience of thousands to gain high-value end results… but if you do not make them feel valued and speak to them on their terms, and bring value to the table, the results will be underwhelming and you will not be utilizing social for its true value and it will mean little more than those “branding” entertainment events.

Think REPUTATION, not ranking… CONNECTION, not network… LOYALTY, not celebrity.

Social Media drives engagement, engagement drives loyalty, and loyalty correlates directly to increased sales. Return on Relationship™ = ROI.

Originally posted at Collective Bias

I thought long and hard about where to go on vacation for February mid-winter break when I get the only annual guaranteed full week with my girls. They are no longer little girls who get excited at the prospect of Disney for a day or two and visiting their grandparents in Florida. Truth be told I promised after the last trip that we would never again stay at grandma and grandpa’s… way to stressful and boring for them. In the future we will make short visits and stay at a nearby hotel.

This year I wanted to make sure to take them someplace they would not only love, but that can give them the freedom to be “out and about” without Daddy (actually Dad now… to my chagrin) hovering over them. I am happy to enjoy their pleasure from afar, or join in when/if they want my participation. After looking at many alternatives I decided to go with Club Med… an option I had so enjoyed for many years before I had children and one that has evolved with many family choices. I chose Club Med Ixtapa since I thought traveling to Mexico would be a great place for reliable weather, the resort seems gorgeous, Trip Advisor has so many great reviews, and there are a host of fun activities along with beautiful beaches. My daughters are very different… my 17 year old is reserved, artistic, likes quiet beaches and will most certainly take advantage of the great photo opportunities (she studies photography); my 15 year old is outgoing, loves activities, especially sailing, and will flip (no pun intended) over the trapeze.

Seems to me at Club Med I can be with them a good deal of the time, but can also allow them the freedom to be on their own… and maybe the GO’s (staff member at Club Med so well known for their congeniality) will encourage both of the girls to do things they may have otherwise dismissed.

Can’t wait to get there, crossing my fingers for a trip that will truly live up to my expectations, and looking forward to making some family memories that will stay with us forever. Stay tuned for my follow-up post hopefully entitled: Dad… you ROCK

“Memory is a way of holding onto the things you love, the things you are, the things you never want to lose”. ~The Wonder Years

What are they doing wrong? Well primarily, there is a misconception about social that “if you build it, they will come,” which couldn’t be further from the truth. You can have a killer website, a great-looking Facebook page, Twitter and YouTube branding—the works. But if you’re not reaching out to comment on other people’s posts, sharing other people’s good content, actively helping where you can, and generally joining in the conversation on these channels, then what you’re doing is like sitting on the side of a busy highway with a “Please Like Me” sign over your head. Lots of luck with that.

If you want more from your social media activities, then give your customers and prospects a reason to take the time out of their busy lives to like you. They’re “up to here” with ad messages. Those fall on deaf ears. They’re looking for answers to their questions, solutions to their problems, and they’re also looking to make real, one-on-one connections with real people (Hint: It’s called networking).

For marketers, however, thinking about approaching social media from a networking aspect rather than a marketing aspect can be difficult—especially if you’re used to traditional marketing and measuring return on broadcast messaging (one-way, convince-and-convert messages to your audiences on TV, Radio, direct mail, email or online ads). You may have heard from ad agencies that social isn’t really all that different—it’s just another kind of media. That’s precisely the wrong approach—people who spend time on social channels do so to network, build relationships, engage and interact. To be successful on social channels you need to be engaged and offer value!

There’s no lazy way out of this, folks. If you want the eyes and ears of your prospects focused on you, then take a leaf from physical networking experts and develop a “giver’s gain” philosophy when using social media.

For instance, traditional networking groups are a prime example of physical, one-on-one networking that really works. By making a commitment to show up to weekly meetings with fellow business owners, listening to their needs, and making a concerted effort to bring them referrals and help them get more customers, participants gains referrals in return. The amount of referrals they get tends to correlate directly to the amount of “giving” they do—which requires them to develop relationships with each other and develop trust. Those that attend only to blather about themselves don’t last long—it’s the deep relationships that develop over time that really produce results.

Developing fruitful relationships in social channels requires the same “giver’s gain” philosophy, and takes the same amount of dedication and work:

• Get to know your customers/prospects by actively listening to their needs in social channels
• Reach out to others without waiting for them to “Like” you first
• Contribute to conversations where you can provide value (not a sales pitch)
• Always be thinking of ways to help others solve problems
• Introduce people when appropriate
• Be genuine in your responses and outreach
• Don’t expect reciprocation, but always strive to give it when someone reaches out to you

In many ways, networking on social channels is like “going back to our roots” as physical networkers. Both are about building relationships. However, those who take themselves out of the equation and focus on the needs of others can expect to get a better Return on Relationship™.  

Brands need to attract customers, but breaking through the clutter is challenging. Stand out by “Liking” them before they “Like” you. 

Originally published at Collective Bias

My Interview with Ted Rubin, Social Marketing Strategist & Chief Social Marketing Office at Collective Bias

Tell me a bit about what you do?

I am a social marketing strategist and in March 2009 started using and evangelizing the term ROR, Return on Relationship™… a concept I believe is the cornerstone for building an engaged multi-million member database, many of whom are vocal advocates for your brand, like the one I built for e.l.f. Cosmetics (EyesLipsFace.com) as the Chief Marketing Officer between 2008 and 2010, and the one built for OpenSky.

Return on Relationship™, simply put, is the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing. ROR is used to define and educate companies, brands, and people about the importance of creating authentic connection, interaction, and engagement with consumers.

What is your Social Style? Do you use Humor, Straightforward, etc.

I believe that it’s All About Relationships… so I focus on interacting and engaging with those who follow me. For me style is all about being authentic, showing who you are and being consistent. I share a lot, not only about my business philosophy, but about being a Dad, and a host of other topics that ignite my passion and thoughts.

Tell me about your Twitter handle

I have three personal Twitter handles… @TedRubin, @Parentng, and @R_onR.@TedRubin is my primary and encompasses everything there is about me personally and professionally. I use Twitter as a publishing platform… a place I can write very quickly and easily present my thinking, get feedback, share, and learn. Learn what others are thinking and how they respond to my thoughts, theories, and ideas. I also love that there is always someone to reach out and interact with whether with purpose or simply to be social. And the immediate and always present serendipity of Twitter puts a smile on my face and has consistently added value to my life.

@R_onR is focused on the topic of Return on Relationship™, and @Parentng speaks for itself 

What is your favorite social networking site?

Clearly Twitter… that is where I spend most of my time. I like Facebook, especially for the way it connects you with more of people’s lives, but for interacting/engaging, immediacy and expressing your thoughts… there is nothing like Twitter.

What makes you stand out on FB, Twitter, or Linkedin, or any social site that you use?

Probably my authenticity, willingness to share my thinking and show the world who I really am, and the fact the I consistently publish original thinking. Also that I try to do what people like most when you spend time with them in person… look them in the eye, although I do it digitally.

What do you like most about social media?

The ability to connect to so many, and build relationships with people you most probably would never have met without these platforms.

What do you like least about social media?

The fact that so many people, and companies, are getting lost in the numbers and not interacting and engaging. The words “Friend,” “Like,” and “Fan” have lost so much value. We need to take them back and give them real value again.

If there was one area that you think you need help in while using social media what would that be?

The ability to step away and turn it off. Hard to stop as it is 24/7 and I always feel I might be missing an opportunity.

What does Branding mean to you?

Branding is the art of becoming known, liked and trusted… which makes relationship building the end game of Branding.

What advice would you give to others trying to get started and noticed through these social media platforms?

Get out there, be a prolific publisher, be authentic… “Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind.” ~Dr. Seuss

What is your favorite blog?

SethGodin.com… simply brilliant.

What is your favorite social media tool to use?

Tweetdeck… love it.

Do you think the number of followers or fans matter?

Yes and no. I believe many are looking at this in too narrow a fashion. Everyone is trying to assign a dollar value to a Facebook fan or Twitter follower instead of addressing the fact that the engagement and interaction that takes place in these mediums are what is incredibly important to a brand, whether corporate or personal. Building a relationship with existing and future followers is the true value and strength of social media/marketing. So big numbers are good if relationships are built and value added. If not, then they are insignificant.

What inspires you?

To not only be a part of the lives of my daughters, but to have influence on how they think, reason, and develop.

I believe being a Father transcends how we feel moment-to-moment. We have to remember that everything we do is being observed, recorded, and processed in the present, and the future, and will be a key component of our children’s emotional development… especially for children who are the products of divorce. They are always watching/observing, and although they cannot truly understand it all now, our interactions are being stored for future analysis… whether conscious or subconscious it will all affect the way they view the world, friendship, love and affection.

For years, marketing people and PR folks wore separate hats—had different skill sets, different agendas—even though they share a common purpose. It’s like the FBI and the CIA not talking to each other and sharing information about terrorism—dumb.

Even the birth of digital communications didn’t turn on any light bulbs at first, even made it worse by adding another silo, but the power and exponential growth of social media shows us why it is vital to string it all together.

Branding is the art of becoming known, liked and trusted; marketing is getting someone who has a need to know, like and trust you; PR is shaping and maintaining your image in the eyes of the public. Social Media enables, empowers, and provides the platforms where you can leverage it all… build awareness, amplify your message and build relationships.  It’s all about building an emotional connection with people… and it not only blends GREAT… it makes blending to together essential!

It’s not surprising to me that traditional ad agencies are scrambling to morph into “interactive” agencies, “do social,” and blend everything together for the common good. Social media helps savvy marketers not only advertise to their prospects, but also glean information about them—develop relationships with them—and take care of branding, too—all from the same space.

The beauty of this is that your customers and prospects are already there! They’re accessing news, shopping, watching TV, reading their favorite magazines, texting and face-booking, tweeting—with the computers in their pockets. Why not combine your strategies to meet them where they live?

Does that mean we throw out traditional marketing tools and start over? Absolutely not, and I addressed this in my article on Marketing 101 Lessons. However, it does mean that we need to step back and take a look at the big picture, and how social can be integrated to actually amplify our PR and marketing efforts—not work counter to them. The information landscape has changed, so the faster we adapt to this change and figure out new, interesting, fun ways to work within it, the better we can become at developing and nurturing relationships with customers, prospects and partners.

Social allows us to blur the lines between marketing, lead generation and PR—and let’s not forget about customer service. So “Make it Blend,” people!

You know what I say to that? Phooey!

The number ONE reason some marketers fail when they try to use social media is that they DON’T take into account important traditional marketing lessons from the past—and I’m talking Plain Jane, Vanilla Manilla lessons that should be the bread and butter for any marketer. Social media doesn’t supplant traditional marketing practices and tenants. In fact, it enhances it when handled correctly.

Sure, social media is a different animal from traditional media. People use it for different reasons, there are unspoken “rules of conduct” for different platforms, and it’s a two-way street for communication, not a one-way advertising platform like TV or direct mail. But people are people, as they have been for thousands of years. They buy for the same reasons now as they did when they wore animal skins and lived in caves—because they want something or perceive a need for it.

Contrary to popular belief, people don’t suddenly sprout two heads when they sit in front of a computer monitor or pull out their mobile phone to look something up. In fact, just look at history. They didn’t sprout two heads when radio came along—or television—or cell phones—or any other communication medium for that matter. We didn’t re-invent our species; we just learned to communicate using different channels. We’re still motivated by the same buying emotions.

So here are Three Key Marketing 101 Lessons I think we need to remember when using social:

1.    You are NOT Your Customer—Do Your Research:  One of the most important lessons every marketer should remember is to market to your target—not yourself.  Yet how many times does your inner voice tell you “They’ll never buy that…?”  Don’t spout information YOU THINK your market wants to hear. Listen to your prospects first—and social is just about the greatest listening tool ever invented.  It’s focus groups on steroids! Use social media to listen to who your ideal customer is and what she wants before you start messaging.

2.    Frequency Isn’t a Bad Thing: Social reach and frequency are tangential to good marketing, as long as your content is relevant to your market. How many times does a potential target need to see your message before they convert? You might as well ask how many licks it takes to get to the center of a Tootsie Pop (remember that old TV commercial?). Some will bite after a dozen licks; for others, it’s three—depends on where your audience is in a given moment when they see your message. And remember, you’re not just talking to one person here—you’re getting in front of your audience’s friends and their friends as well. The more the merrier. So do not forget about good ole “reach and frequency.”

3.    Story is Important: Remember the power of storytelling, and use it in your communications. People can’t resist a good story. It’s an emotional connection bridge that is built into our human DNA. Social enhances it by allowing more consumers to share more stories about more of the products they see, buy and use.   Another thing to remember about stories is that people are already having conversation about your brand, and you can’t necessarily control that. Companies who try to stem the tide of a bad story by trying to control the message find this out the hard way. However, you can INFLUENCE the kind of stories that are told about you by being involved in the conversation, transparent in your use of social media, and responsive to the needs of your customers, both online and offline.

These are just three lessons for now. There are many more that have been shuffled aside. Personally, I think every college student graduating with a marketing degree, every graduating MBA student, and those in the marketing department of brands, agencies and anyone responsible for marketing and especially social media, should have to re-learn Marketing 101. From here on out, social is going to play a principle role in doing business—but that doesn’t mean we throw out the baby with the bathwater

Originally posted at Collective Bias

However, the older I get and the more experiences I have and relationships I develop, the more convinced I am that each individual’s purpose in life is to draw their own map. Throw out the recipe book, the paint-by-numbers kit, and anything anyone ever told you about who or what you should be—and chart your own course.

It’s not easy—and it’s not comfortable. We are trained from birth to make safe, reliable choices. In school we are encouraged to conform and not to color outside the lines; in business we are comforted by “blueprints” and case studies; the media shows us how we should dress, where to vacation, and who we should emulate.

Think about it. The last time you went to the store to look for something in particular, what was your motivation? Did you see an ad for it somewhere? Have you chosen a vacation spot because so-and-so went there and raved about the good time they had? When you think about those experiences, did you feel a little “let down?”  Was the build-up of what you expected not quite what you thought it would be in the end?

On the other hand, when you remember a time you went off the map and did something completely new, how did that feel by comparison? I’ll be willing to bet that it was a much more satisfying experience—maybe even exhilarating! It wasn’t easy, you had to put more in, but you got more out. Maybe it’s time for you to be the one charting a course that others will follow.

When we were kids we intuitively leaned in the direction of creation. Making mud pies, finger painting and exploring was a lot more satisfying than playing with a toy, wasn’t it? We were charting our own courses, creating something new, and finding out more about ourselves. In fact, kids can teach us a lot about the creative process (see the 12 Most Important Lessons We Can Learn from Children).

It’s the uncharted experiences, not the guided tours, which truly help us “create” ourselves. When we listen to the inner nudge to do something different and go in a way that intuition leads us—follow our dreams and desires rather than in someone else’s footsteps—those are the moments that define who we are and give us insight into how we can participate in the world around us. We shouldn’t lose sight of that.

So  as you look ahead to the coming year, instead of trying to “find yourself” by following what others have done, dust off one of the dreams you’ve kept locked away—one that makes your heart sing with anticipation—and just for fun, plot out a plan to make it happen.

Dreaming is an act of creation, and it’s the wellspring of innovation. So don’t stifle your inner creator; feed it, and open yourself to new possibilities.

“Cherish your visions and your dreams, as they are the children of your soul; the blueprints of your ultimate achievements.” ~ Napoleon Hill

Permission Marketing puts the power in the consumer’s hands, by requiring that the marketers send promotional messages only to consumers who have given marketers permission to do so, whether explicitly (opt-in email list, for example) or implicitly (internet search).

On one hand this is fantastic because it gives marketers a chance to provide relevant information to interested parties, but on the other hand, brands need to pay all kinds of attention to how they’re using Permission Marketing, because the consumer can pull their interest plug in a heartbeat.

So how can we keep consumers from “opting out” of our brand messages?

It’s only fitting that part of the answer comes from Seth Godin’s definition of Permission Marketing:

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”

1.     Permission is a privilege, not a right.

Consumers do not owe us their attention, and they certainly do not owe us their permission.  We need to EARN their permission, and that’s not done by a gimmick or a flashy set of ads.

Permission is earned through quality offers, genuine interest in and deep understanding of consumer preferences/needs, and a consistent track record that builds trust.  Keep the trust à keep the permission à keep the consumer.

2.     Relevance is king.  

We all hear daily that content is king – so let’s take that one level further and point out that it’s not just the volume or brilliance of content that matters to your consumers, it is how that content relates to them.  If content is not relevant to your consumer, it is nothing more than a waste of your time and a reason for the consumer to take away permission for ongoing interaction with you.

3.     It’s all about relationships.

People must come first – in your growth strategies, in your marketing plans, and in every social media interaction that you have.  When you place highest priority on people, you take the time to do all those hugely important things that build relationships:

• You operate from a mindset of SERVICE
• You think about what you can GIVE TO your consumers, rather than take from them.
• You ask them questions, listen to and clarify their answers, and get to know their pain points and what delights them.
• You base your innovations on what CONSUMERS actually need and want.

And the result?  You get and keep your consumers’ permission to continue and build your relationship with them.   In other words, permission is your ROR (Return on Relationship™).

As you head into 2012, remember that Permission Marketing is a two-way street, and the traffic signals are controlled by consumers.  Be their Green Light… not their stop sign!

Originally posted at CollectiveBias.com

I believe that dads should do whatever it takes to get full joint legal and custodial custody, even if equal splitting of time means not having a “primary” home. Many psychologists advise against this and recommend that the child should have a primary residence, but I disagree. Don’t be left out of your kids’ lives. Step up and commit to being available for your children right from the beginning. Be a steady influence in their lives so that when they are teens, and they pull away for their own reasons, you remain a constant enduring presence.

I learned that no matter what it took, I needed to stay involved and be a steady presence. Because my 14- and 16-year-old daughters lost the simple feeling of, “I love my Daddy,” parenting became much more difficult. But, no matter what, I stayed present. Now, when they ask why they have to be at my house when all they do is stay in their rooms or watch TV in the den (while doing their best to ignore me), I tell them that just their presence is important to me.

Nothing can replace face-to-face interactions with my daughters. Although I do social media for a living, I never communicate with them through social media. I occasionally check Facebook to see what they are doing, but the last thing they want is their dad communicating with them in a visible format. When necessary, I send texts and phone calls. Although they rarely check email, I always send one before I fly to tell them I love them (just in case), so they will always know. Our most important moments are face-to-face, when I am truly paying attention and being involved in what they do.

Due to my work in social media marketing, I’ve built deep, rewarding relationships with many Mom Bloggers. Because I reveal my status as a divorced dad of teenage girls, the moms share valuable advice that I hope has made me a better, more sensitive and insightful dad. I have been asked, “If I had just one hour with my girls, what would I do?” At this point, I would choose anything that would be doing “with” them. When they were young, and I had a real choice, I would choose swimming because it was so interactive. Now, I make myself available when opportunites present themselves..

Being an involved dad has changed my life. Everything I do is all about what I can do for my kids and how I can make the world and their lives better. In business, I preach about the importance of relationships. I hope to pass this legacy on to my girls: It’s All About Relationships.

My dreams have changed because of being a dad. My dream day now is skiing (or doing anything together) with my girls and them truly wanting to be there with me… just like when they were young and we enjoyed those very special ski days. I want my daughters to know that I love them unconditionally, and to make a difference in the lives of others… even if only with a smile and kindness.

Originally published by me in Your Teen Magazine (at their request): Coping with Divorce, Personal Stories / Winter 2012 issue, page 15

Tell me about your background and your connection to marketing to women?

I’ve been working in digital marketing since 1997:  originally working with Seth Godin at Yoyodyne (which was acquired by Yahoo! in 1998), then moving into my sweet spot of marketing to women as CMO of e.l.f. Cosmetics (Eyes Lips Face) from 2008-2010.

In December of 2009, I joined the OpenSky Board of Advisors, and in 2010 served as their CSMO until their business focus took a turn away from the blogger relationships I so value.

I am currently the Chief Social Marketing Officer at Collective Bias and a Social Marketing Strategist for MARS Advertising. I am on the Advisory Board of SheSpeaks, and various other social marketing companies.

At e.l.f., I pioneered a program to develop and utilize blogger relationships to exponentially increase and sustain the e.l.f. brand visibility, and because of the blogger energy, talent, and networks, the program at e.l.f. brand evolved and succeeded with a unique approach toward not just beauty, but also accessibility, interactivity and consumer engagement.  Women were the key to the success of this initiative because they intuitively built relationships through their blogging, and I learned about them and their relationships to brands by watching them, interacting with them, and most importantly, building my own relationships with them.

My marketing philosophy is all about relationships and ROR (Return on Relationship™ ), so marketing to women – who tend toward relationship — is a natural connection for me.

How do you think men and women use social media differently?

Several studies have shown that more women than men use social networking sites, and women spend more time on those sites.   I think this happens for several reasons:

- Women tend to plan ahead more than men do, and care more about saving money than men do, so women are more likely to do the research and comparison shopping for products.

- Women are more likely to build relationships online than men are, so they are also more likely to ask someone in their network for recommendations before purchasing.

- Women are better at multi-tasking, and let’s face it, the nature of social media favors people who are skilled at being part of numerous conversations (and relationships!) at once, using multiple social tools, and quickly processing and acting on information.

Although there are of course exceptions to the rule, women still use social media more for lasting connection and relationship, while men as a whole use it more for information with a few quick connections thrown in.

What insights can you provide into the influence of Mom Bloggers?

Moms pride themselves on being savvy consumers, and as great networkers, they want to help others out by sharing their knowledge about brands /products/services.  Moms are constantly busy with multiple responsibilities, so they have learned to quickly and accurately sniff out poseur brands… and they will share that information!

Mom Bloggers are real people who have real-life experience with the brands, products and services that they blog about, so that instantly creates a certain level of trust with their readers.  Mom Bloggers also engage with their readers because they genuinely care about connecting.  Trust and engagement are two key components of building strong relationships, so in this new relationship-driven economy, Mommy Bloggers are golden!

Brand marketing (especially to women) in a social media world is about relevance, transparency and authenticity – all things that we see Mom Bloggers do.  No wonder consumers and brands alike are looking to Mom Bloggers as valuable recommendation and marketing resources.

What role do you think social media has played in the rise of marketing to women?

A very significant role!  Social media has taken away numerous connection barriers between brand and consumer, giving brands more direct access to not just push information out to consumers, but to actively engage in ongoing conversation with consumers and their networks.  Since women, who control 85% of household spending, are the majority of social media users, it makes sense that marketers naturally have turned their focus to marketing to women.  They hold the purse strings AND have the highest and most interrelated social media presence.

Social media has also given consumers a voice, and women are happy to finally have a platform for their insights, opinions, suggestions and recommendations – where their voice can actually make an impact and a difference.   Women are ready to be heard, so wise marketers will strive to give women the full brand experience… then hand women the microphone!    Women are naturally fantastic Brand Advocates, genuinely wanting to help others by sharing information, so marketing to women makes all the sense in the world.

Social media has also given Moms in particular a feasible way to start their own business from their homes and create income from their interests.  As more and more Moms (along with other women) are online for their businesses, they are also online for personal use , and once again brands benefit by getting even more visibility.

Who is doing it well / not so well (any specific examples or case studies?)

There are very few, in my humble opinion, truly doing it well, and many not so well.  A perfect comparison is jetBlue and Virgin America. When it comes to listening, engaging and interacting, no one is doing it better than jetBlue. They actively listen, they evaluate who they are listening to on the fly, and they have a well managed team and escalation policy. If you reach out, they reach back and do what they can, in a challenging industry, to make you feel heard. They view social as a tool to extend their reach into the hearts and minds of their consumers, not just another tool in the marketing tool kit. Virgin America, on the other hand, is using social remarkably well when it comes to campaign based, and branding, social; but they drop the ball miserably when it comes to what makes social unique and most valuable… regular interaction, engagement and customer service. Tweet them and you are lucky to hear back, and when you do they immediately take you offline.

I say… engage and interact in full view of everyone, no matter whether or not you can resolve the issue. The social platforms allow us as brands to humanize ourselves, speak to our consumers in full view of the world… and most importantly build relationships that will sustain the brand for the long-term through up, downs, breakthroughs and missteps.

What does the social media horizon for the next 3-5 years look like? 

I think we’re only beginning to see how ubiquitous social media is going to be.  We have gone through the infancy of social media creation and adoption as a serious marketing tool, and are now in the early stages of adolescence with marketers (and consumers) still mostly awkward as they figure out what this new focus on social media really means.   Some do have a better grasp on how to truly leverage social media for connecting brands to consumers, but we don’t truly have EXPERTS yet.

Within the next 3 years, the true experts will emerge:  those who weather this initial social media frenzy, and come out on the other side with a sharp focus on either a particular channel, social media tool, or marketing philosophy.  These next few years will weed out the so-called “marketers” who jumped on the social media bandwagon and expected to be able to just go with the flow.  The problem is that this is not just a wave, it’s a whole tsunami, and it takes dedication, commitment, and time to truly invest in learning how to and then actually using social media effectively and efficiently.

What does the launch of Google+ mean for the social media landscape?

Google+ is most certainly a Google victory, and possibly a victory for us all. The company has devoted a great deal of resources to make certain the product is worthy of users’ time, and attention to make it work for them and for brands. They have also taken great care to fix what needs to be fixed in the social space, bring all the Google power and products/features to bear, and build out a road map for the next stage of social communication. G+ is simply not just a social media infrastructure — like Twitter — it is a social media platform. G+ has the opportunity to be a social media Swiss army knife. Google has a massive portfolio and it can call upon any one of their products and integrate them into G+ … i.e. Analytics, Gmail, Google Apps, Google Voice, YouTube, and the most viral property — the Android mobile platform.

There is an amazing opportunity for brands to build interactive two-way engagement, interaction, and sharing within this platform, but consumers will have to adopt it to make it worthwhile, and only time will answer that question. It is too early to be sure how this will truly scale … whether people

have the bandwidth for another platform or willingness to change, and whether or not all the features will be overwhelming and distracting, or the new means of communication and social relationship building. The potential is huge to listen to what people want, integrate them into the process, and do exactly the opposite of what Facebook and Twitter have done … cater to what

the people want and need, instead of dictating what they can have.

What are the top five / ten social media success secrets for brands wanting to leverage social media to reach women?

The # 1 priority that brands need to have in reaching women through social media is to build long-term authentic relationships with individual consumers.   It’s ironic actually that now that many social media tools require abbreviated communications (140 characters, or a quick status update, or simply sharing a link), their success depends on extended timelines for ongoing interaction and engagement.

The “secrets”  (although I hope they won’t be secret for long – this is too important to keep secret!) to building relationships through social media are:

1. Shift your paradigm: this is a whole new marketing world.  If you still think push advertising along with the “brand is boss” attitude is the way to capture and hold consumers’ attention, you are not ready yet to leverage social media in your marketing campaigns.
2. Provide a trusted online community space: relationships flourish when women can comfortably interact with you and each other.  Trust is not purchased; trust is gained – put in the time and the effort and you will see the ROR (Return on Relationship)
3. Ask individual consumers for their opinions and recommendations: this is not just a “feel-good” exercise – we need this information for brand survival, and we need to make sure that our consumers know how much we value and depend on this information.
4. Listen to and hear their answers: If you don’t plan to listen, don’t bother asking. It’s that simple.
5. Confirm what you think you heard them say: Not only do we need to make sure we get it right, but we also need to make sure consumers know that we care enough about them and their input to confirm and re-confirm our understanding of their needs, preferences, and recommendations.
6. Make changes that reflect their preferences: Actions speak louder than words.  If you say you are listening, yet make no changes to the brand experience, you are fooling nobody.  In fact, this is one of the best ways to alienate consumers and their networks.  The way to prove you are listening is to TAKE ACTION.   (And why would you ask for feedback if you had no plans to act on it anyway??)
7. Put the consumer in the drivers’ seat: consumers have more influence now than they ever have before.  We can waste our time and energy trying to convince them of what they need from us, or we can work within the new reality and let consumers lead us.