Many “com­pa­nies turn to social net­works to show their lead­er­ship in their field, to find new poten­tial cus­tomers by com­mu­ni­cat­ing with the com­mu­nity, to receive cus­tomer feed­back and give cus­tomer ser­vice. There’s no bet­ter tool these days than Twit­ter to han­dle real-time cus­tomer ser­vice issues.”

Read more about B2B use of social media: click here

In a world where it seems like everybody is using Facebook, MySpace or LinkedIn, posting pictures on Flickr, videos on YouTube, and random thoughts and observations on Twitter, it’s a wonder anybody gets any work done at all. But many companies are leveraging these new social networking sites to increase their visibility and build customer loyalty.

That’s fine if you happen to be promoting a new soft drink or an Ashton Kutcher movie, but how could these Web sites possibly be any help in marketing an autobody shop?

It depends on how you use them, says Helen Todd, director at online marketing specialists theKbuzz. “Because this is social media, half the battle is showing up and talking,” she says. “If you throw a party, it’s not enough to just put plates of food out. You have to talk to your guests.”

There are several hundred collision repair shops that have established Facebook pages where customers (or anyone else for that matter) can become a “fan.” Others are even using Twitter to update the public on their work or new specials and promotions.

It’s important to have a plan with defined business goals before spending any time trying to establish a presence on most of these sites. Typically, the social media approach works best for brand building, increasing Web site traffic, increasing customer loyalty, and offering promotions and specials.

Todd Hayes, owner of the automotive marketing and training firm ClientOne, as well as RepairOne, a mechanical repair shop in Port Orange, Fla., has used social networking media, but primarily for his business-to-business marketing.

“This is still pretty fresh,” Hayes says. “A lot of us are learning how to have success with social networking media.”

Facebook is quickly taking off as a powerful marketing tool for many businesses. “No other site right now has the type of fan base they do worldwide,” Todd says. “There are 250 million people on Facebook, and the natural virality of the site makes it a great tool for businesses to leverage.”

She cautions that users shouldn’t get too carried away with flash Facebook games and applications. “For brands, those things don’t really work,” Todd says. “What you want on a fan page is a dialogue, not a glossy applications page.”

Body shops also can take advantage of the localized hypertargeting that is possible on Facebook.

“You can build a relevant fan base in the community because the site is built on friends connected to real people,” Todd says. “You can also specifically target your ads by location. You could target people between the ages of 18 and 30 years old within a 10-mile radius of your shop, and even go further than that by selecting people who have self-identified in their profiles that they like cars or NASCAR. You can build a really relevant fan base within a geographic region that can hopefully lead to customer conversions.”

One site that is probably not that helpful for shops is MySpace. Although some repairers have used MySpace as a way to build a free Web site, the user demographic at MySpace skews young, meaning there aren’t many potential paying customers to be found there.

“MySpace just doesn’t have the natural virality that is built into Facebook,” Todd says. “You can reach a bigger audience on Facebook and get your brand out there in a more cost-effective way.”

Twitter, the site on which individuals and businesses can post 140-character updates, can also be used to share information with customers and business partners, provided you can build a good enough follower base.

“If you are in the automotive industry, Twitter is a great vehicle to establish yourself as an expert or thought leader in the field,” Todd says. “You can comment about what’s going on in the industry, or share links to blogs and articles. You have to know who your audience is and what’s going to interest them.”

Kyle Adams, owner of Talent Auto in Winter Garden, Fla., has his shop’s Twitter account (in existence only a few months) set up to automatically update his followers on what’s going on in his shop, which specializes in restoration work, collision and mechanical repairs. “The people following me can see that we’re working on a ‘65 Chevelle, and they can keep track of what I’m doing,” says Adams, who also provides live video feeds from his shop. “I’m not sure Twitter is adding to my business, but it does help people keep in touch with me.”

In some cases, these sites can be used as a sort-of resume or portfolio for a shop. Repairers can post before and after photos of vehicles they’ve repaired on Facebook, MySpace or Flickr, or even post video of repairs in progress on YouTube and then embed those clips in their own Web sites.

Offer valuable content to your customers/followers/fans. Give them a reason to keep checking your page by giving them something interesting to look at – new photos, links to relevant articles about auto repair, etc. Provide links to other sites, blogs and businesses. This can boost your profile in Web searches.

“The mission of social media networking is to give, not to ask,” Hayes says. “You want to be able to provide a good blog or live video streaming or other information, and people will think, ‘This guy has something interesting to say. I want to stay in touch with him and see what’s going on.’”

Darrah & Darrah Autobody, a family-owned shop in Lake Placid, N.Y., has established a Facebook presence to increase brand exposure and to network. Co-owner Mia Harrah says she got the idea from a friend who marketed his real estate business through the site. “We do have customers who have signed up as fans,” she says. “I try to keep it updated with news about body shops and other things that might interest consumers.”

In the past month, Darrah posted links on the site to information about female-friendly businesses, the impact of health care reform on small businesses, and photos of vehicles that the company had successfully repaired.

So far it’s unclear how many shops are really making the most of this technology. Most collision-related Facebook pages are relatively new and only have a few dozen fans. Twitter seems to be an even bigger question mark. But since all of these sites provide a free promotional platform for your business, experimenting to see what works and abandoning the online strategies that don’t generate new leads can still provide useful marketing information.

The downside of utilizing these sites, though, is that brand owners don’t control the conversation with their customers.

“Even running a business with a lot of integrity, these sites give customers an easy platform to complain,” Hayes says. “And once that negative information is out there, it’s out there forever. That’s an area where I’m leery.”

“The risk is they’re going to be talking about you anyway,” Todd counters. “The decision is whether you’re going to be present in that conversation, and one, facilitate it, and two have the ability to jump in and address it, take the feedback if it’s constructive, and actually do something about it or with it.”

Original Article Here

By Saul Klein

In July, the National Association of REALTORS® released its new and improved e-PRO Course, as well as an online course available to all REALTORS® that will make sense of Web 2.0 and the marketing and sales aspects of Social Media and Social Influence Marketing.

What is Web 2.0?
Web 2.0, the second generation of Web-based services and behaviors, includes social networking sites and communication tools which emphasize collaboration and sharing. Web 1.0 can be described as the “Static Web” and Web 2.0 can be described as the “Programmable Web.” Think of Web 1.0 as a digital newspaper. You can open it and read, but you cannot add, change or interact, except perhaps by sending an e-mail to the editor. Web 2.0 sites are dynamic, and change frequently with people adding, creating, and sharing information, plus socializing.

Today on the Internet, information about homes, neighborhoods, real estate professionals, the home buying and selling process, lending, you name it, are all available and searchable. Since the real estate business is really an information-based business, Web 2.0 will have a major impact on the conduct and process of real estate related objectives by consumers.

Social Networking and Social Media
Social networking technologies can expand the reach of your brand and connect it to existing and developing social groups.

* People – friends, connections, friends of friends
* Interests – common activities, hobbies, clubs

The rise of social media is creating a new form of marketing called Social Influence Marketing (SIM). SIM is about employing social media as part of the entire relationship lifecycle that begins before and extends beyond the Sale. It is no longer sufficient to be in the “center of the transaction”; REALTORS® must be in the “center of the conversation.” REALTORS® must employ social media, build social capital, and redefine their value proposition.

For many agents, embracing the collective power of connected Internet users means “letting go.” It feels risky, but properly connected users can reinforce your message and brand in ways you never could.

It is important to keep in mind that your goal as a REALTOR® is to remain in the center of the conversation about real estate. For most consumers, the role of the REALTOR® is to be that “Trusted Advisor” in all things related to real estate, and that includes being the community and neighborhood expert. Using Web 2.0 sites today will allow you to be that local area expert, to demonstrate knowledge of your area, and show your expertise, not only when it is time for your client to buy and sell real estate, but all of the time, as you remain in the center of the conversation.

Social Networks are virtual communities
Virtual communities give people with similar experiences and interests the opportunity to come together – freed from the restraints of time and space – to form beneficial relationships. An online community is a network of people sharing and collaborating with one another.

Major benefits for REALTORS® from participation in online communities include referrals from other real estate professionals, leads for listings and sales, a resource for information at your finger tips, and collective power with vendors.

With online communities, people are connected to people. This is a powerful force because “No one is as smart as everyone.” There is a world of online communities out there for you to discover, as your interest and time allows, using Websites like Facebook, Twitter, MySpace, and RealTown.

A large part of the job for any sales professional is prospecting and “working a territory” – be it geographical or a circle of friends and acquaintances – sometimes referred to as a sphere of influence. The Internet is a vast, relatively untouched territory, which can easily and effectively be reached with a modest marketing budget using Web 2.0 and social networking tools. The real estate professional who has the ability to gather, position, and distribute information in a cost-effective manner will be the big winner.

For more on the new e-PRO course and the Social Networking Course, go to http://eProNAR.com.

Original Article Here

by Karlene Lukovitz,

Meeting radically changing customer expectations is a massive and snowballing challenge for established players in the global communications industry, confirms a new study from the CMO Council and its Customer Experience Board.

The convergence of new, free or low-cost interactive digital media channels, social networks and online communities and mobile messaging devices are not only empowering consumers to bypass once-dominant services and channels, but establishing content-based relationships with which more traditional players cannot currently compete, according to the report.

For the study, online audits and one-on-one qualitative interviews were conducted with more than 140 industry marketers in the telecom, wireless, cable, satellite, broadcast and Internet service provider sectors.

Incumbent communications providers are struggling to adapt to increased innovation, growing price pressures and heightened competition from new and adjacent market entrants, and to differentiate themselves in a crowded, increasingly commoditized market, sums up CMO Council Executive Director Donovan Neale-May.

Expectations for always-on access to content on every device and more personalized on-demand services and experiences are forcing service providers to re-think their operational structures, product portfolios, customer handling systems, and strategic partnerships and investments.

“With the broadband connectivity and mobile devices revolution, fewer and fewer consumers — particularly among the younger population — are connecting from home,” Neale-May observed to Marketing Daily. They are producing and sharing content in a closed environment through social media networks, and the more content they produce and publish on such networks, the more dependent they become on them.”

In addition, “the gratification level is much higher,” he points out. Expectations for always-on access to content on every device and more personalized on-demand services and experiences are forcing service providers to rethink their operational structures, product portfolios, customer handling systems, and strategic partnerships and investments.

Nearly half (47%) of marketer respondents said that the growth of social networking and user-generated content represent the most significant digital lifestyle shift affecting the communications market.

Other highlights from the “Service Invention to Increase Retention” report:

* 84% reported that the costs of acquiring and sustaining customer relationships are increasing for their organizations, and 63% reported rising customer churn and attrition. The biggest contributors to customer losses are competitive offerings, pricing or fee structures and inadequate customer service.

* The biggest sources of customer dissatisfaction are unmet needs and expectations (59%), product/service usability and complexity complaints (43%), billing errors (40%), and lack of quality or relevancy of service/product offerings (32%).

* More than half said their company cultures and structures are not aligned around the customer, and that business practices and personnel are not customer-friendly. Not surprisingly, more than half also said that responses to customer dissatisfaction or “pain” are not up to par, and 89% said their organizations need to improve customer handling and response.

* Misalignments between marketing and IT stand in the way of gathering and analyzing customer information — optimizing go-to-market strategies and new product launches, as well as improving customer acquisition and relationship management programs. More than 60% of marketers say they provide strategic direction for systems investments, and 73% said they expect back-office systems to enable faster, more effective implementation of marketing strategies. Yet more than a third reported that deficiencies in IT, back-office or operational systems are subverting marketing claims and failing to meet customer expectations.

Original Article Here

By Joe Guy Collier
The Atlanta Journal-Constitution

Donald Munroe, managing partner of the Taco Mac in Midtown, accesses his latest marketing tool through a cell phone.

Munroe shoots out short bursts on Twitter about events, promotions and new beers on tap to more than 300 loyalists of his Taco Mac store.

“I tweet every day,” Munroe said. “My wife calls it my second wife.”

And, Munroe has seen results. Last week, a group of six people stopped by for “Pint Night,” where customers get a free glass with the beer of the month, because one person in the group saw a reminder on Twitter.

The Midtown location used to take several hours to run out of free glasses for the monthly 5 p.m. promotion. “We’re out of glasses by 6 o’clock now,” Munroe said.

A social media sensation, Twitter also is fast becoming a tool companies hope will boost their business. The service allows people to send 140-character “tweets” to other people who have signed on as their followers.

Atlanta-based restaurant chains have jumped on board. Taco Mac, Chick-fil-A, Hooters, Popeyes, Church’s Chicken, Ted’s Montana Grill, Shane’s Rib Shack and Planet Smoothie are just some of the brands with Twitter accounts.

The size and growth of Twitter is hard to ignore. In June, Twitter.com attracted almost 21 million unique visitors, putting it behind only Facebook, Myspace and Blogger among on-line member communities, according to Nielsen Co.

Sorting out how businesses should use Twitter is another matter, said Zeus Kerravala, senior vice president of consumer enterprise research for Yankee Group, a Boston, Mass.,-based technology research and consulting firm.

No one has come up with a good way quantify the benefits of Twitter, Kerravala said. But businesses should be experimenting with the service, he said.

Companies should view social media as another marketing tool to go with other outlets, such as print, radio and TV advertising, Kerravala said. Twitter may not be the best way to reach everyone, but it does provide a quick and easy way to communicate with some customers, he said.

“I truly believe there’s value in the community,” Kerravala said. “Social media will live on, but it may not be Facebook and Twitter down the road.”

Atlanta-based restaurants chains are testing the Twitter waters with a variety of approaches. Some outlets for Shane’s Rib Shack and Planet Smoothie have offered coupons through Twitter. Church’s Chicken has used Twitter to drop clues for a contest where it hands out $1,000 to a customer at restaurants.

Rival chicken chain Popeyes Louisiana Kitchen, though, has shied from using Twitter to push coupons and contests. It has more than 5,300 followers.

“We really are using it as a true engagement tool,” said Alicia Thompson, Popeyes vice president of communications and public relations. “It’s a way for us to build the brand and to keep top of mind awareness with our consumers by giving the brand a face and a personality.”

A pair of Popeyes employees post frequent tweets, often responding to the comments of fans. Popeyes sees opportunities to use Twitter to address customer questions, get input on where to put new stores and gather feedback from core customers.

“We want to touch all of our consumers wherever they are in the manner that is most suited to them,” Thompson said.

Taco Mac turned to Twitter earlier this year because the blog for beverage director Fred Crudder didn’t have room to include all the beer news at different restaurants. Some Taco Macs have more than 100 beers on tap with kegs being added and retired several times a week.

It set up Twitter accounts for 23 stores, which combined have more than 1,800 followers.

“What we liked about Twitter was that because of the coverage we have in metro Atlanta, the customers could pick what stores they followed individually based on what their movements are,” Crudder said.

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“Social networks are going to be an important alternative in holding economic success of the pharmaceutical industry. The pharmaceutical industry is starting to look more and more like the Hollywood film industry. It relies more on intense marketing of a few “blockbuster” drugs, and spends more on their marketing and sales than on the research and development needed to create new drugs. With that, they are trying to secure maximum market demand for a new product while it is still under patent protection, that is before it becomes a generic drug, which can be produced by anyone.

Read More Here

In the world of business, social media, led by Twitter, is forcing companies to augment the offshoring of reactive customer service with the nearshoring of proactive customer engagement. The conversations that power social media are sparking a sense of urgency to identify influential voices and talk to customers in a place and time of their choosing (generally, in public and online).

Read More Here

Today people expect to be able to learn a lot about a food establishment before they walk in the door. Web sites (a necessity) give prospective customers an immediate impression of the businesses’ style and substance.

Now restaurants, grocery stores, bakeries and cafes are dipping a tentative toe into the world of social media, figuring out whether they can “tweet” and “friend” their way to more customers and a healthier bottom line.

Read More Here

Start thinking of Twitter as an educational resource. Especially in this economy, things are changing often in our bluegreen-twitter1industry. Certainly from day to day we’re seeing changes, but those changes can even happen hour by hour, as well. If there’s something that you should know about, most likely your Twitter friends (called “followers” on Twitter) will notify you. Oftentimes, information can flow faster on Twitter than it can from the “normal” news and media sources that we usually get information from. And if you have a general question about something, asking your “followers” can oftentimes get you an answer faster than searching Google for the same information. Remember, it’s all in real-time.

Read full article here

Twitter and similar services are being adopted by companies such as JetBlue and Alcatel-Lucent to help improve customer service and teamwork across business units and continents.

As a customer service tool, Twitter’s advantage is that almost everything people say on the service is public and easy to find using Twitter’s built-in search. That makes Twitter an instant focus group, made up of millions of people, many of whom are your customers.

Read full article here