Canadian grocery store chain Loblaws knew they had a great BBQ sauce based on customer comments. But they didn’t understand why sales were so dismal.
Until they invited customers to post product reviews on their website. Only then did they discover the problem was the bottle – it was too tall to fit in refrigerator doors! They redesigned the bottle and their sales immediately increased.
That’s user-generated content directly leading to an increase in sales. That’s the power of social media marketing.
Are you still sitting on the sidelines when it comes to social media marketing because you know you can’t control the conversations about your company, your products and your services? And because you have no idea how to respond to negative comments?
Sounds like something from one of Shakespeare’s plays, doesn’t it? Actually, it’s a quote from Pedro Calderon de la Barca, a 17th-century Spanish playwright.
You may wonder where I found such an obscure quote. It was a comment by someone named Vigrx on my blog post titled “Using Social Media to Market Your Business.” He or she was promoting the site vigrxdeals.org. The fact that the quote had absolutely nothing to do with social media was a sure sign that it was spam.
Do you remember the spoon-bending scene from the 1999 movie The Matrix?
It occurs the first time Neo goes to see the Oracle after he was rescued from the Matrix. In the Oracle’s waiting room, he sees two girls floating blocks above their heads and a young boy bending a spoon.
Young boy: “Do not try and bend the spoon. That’s impossible. Instead … only try to realize the truth.”
Neo: “What truth?”
When Michael Stelzner started using social media to market his business, he focused exclusively on Twitter. “My first attempt at using Facebook for business was a big flop. I was pretty convinced I could just use Twitter for business.”
Stelzner is a well-known white paper writer, author of the book Writing White Papers: How to Capture Readers and Keep Them Engaged and founder of Social Media Examiner.
Three 30-something guys are surfing The Long Tail and demolishing the boundaries of traditional television broadcasting along the way.
Adam Quirk, Erik Nelson, and Aaron Valdez are the sole employees of Wreck & Salvage LLC. In addition to making customized videos for clients, they create a monthly, hour-long online video show called Tricorn.
But you won’t find them out on the town, shooting original videos of breaking news stories. They do that occasionally, but they are primarily “remixers” who take snips of existing videos and splice them together to create a mashup. And they broadcast many of these mashups on their show, streamed live on Livestream.
An Illinois senator who was virtually unknown in 2004 defeated Hillary Clinton in 2008 to win the Democratic U.S. presidential nomination.
And he used social media to do it.
His YouTube videos got 110 million views, estimated to be 14.5 million hours of viewing. Mass media advertising to reach that many viewers would have cost $47 million.
A famous rapper made a promotional video that gave him even more free publicity.
At the time of the election, he had five million fans on Facebook — over four million more than his opponent. On MySpace, the numbers were approximately 800,000 and 200,000, respectively. On Twitter, he had over 100,000 followers and his opponent had about 5,000.
“You want me to use Twitter to market my business?” I hear you asking. “How do I generate leads and promote my business by telling my friends what I had for lunch?”
Yes, many people just use Twitter to share their day with their friends. Friends who may live 2,000 miles away.
And some people use it to broadcast a breaking news story as it happens. Like the time a plane crash-landed in the Hudson River. A man in a nearby boat with an iPhone got the “scoop” on that story before the news media reported it.