I still find it funny that there are people out there in the marketing world who just don’t understand the purpose of social marketing and how it can really benefit a business or organization. Just the other day I was at a meeting where I explained our launch strategy into the social media aspect of the campaign, and about 95 percent of the people in the room began to talk about how they “don’t understand the hype of social and why it’s so vital to spend time on this ‘resource.’”

Well let me tell you something, social media is just getting started and it’s here to stay. I explained the importance of strategizing and why some businesses fail and others prevail in social marketing…they still didn’t seem convinced.

These particular social media skeptics are event planners and organizers who are being greatly affected by the economy, forced to make lay-offs and have very little funding for advertising or paying for events.  Their organizations are the ones that would flourish with the help of social marketing.

I continued to explain about the engagement of fans and followers and that if a business is really “doing it right” more than a few hours, daily should be dedicated to social outreach.  It isn’t as simple as posting a comment and then walking away. There is tracking, researching what people are saying about your organization and then creating conversations with them, posting and uploading video and photos, engaging your audience by not just telling them what your mission is, but showing them.

As the meeting continued on and into different items, it was circled back around to social marketing by one of the skeptics, which led me right through the open door to explain how social media would play a crucial role in an event like the one that was being explained. 

I think it was right then, that the 95 percent of skeptics in the room went to about 5 percent. This is a FREE outlet to reach a wide variety of audiences…USE it people, learn it and embrace it!

Several days ago I chuckled at a Tweet from @GrammarGirl that linked to a column outlining a plan to institute a sarcasm mark. “I can get on board with that,” I thought. After all, I use sarcasm regularly in verbal communications and have to hold back on social sites and in e-mails for fear I’ll be misunderstood.

But this column in the USA Today drove home what I was feeling.

We’re becoming overly nice in our online communications, which are increasingly becoming our main form of communication. Exclamation marks and emoticons are becoming ubiquitous, a boon for ridiculously happy people. But that’s not who I am, or many others, and it means that I don’t get a chance to share my full personality with friends. So I say yes, let’s amend our punctuation repertoire to add in a sarcasm mark because our authenticity depends on it.

For more than a year now I’ve been playing on a very competitive kickball and dodgeball team called the Incrediballs. Involved in both the Reno and Sparks leagues, our team has ended its seasons placing anywhere from first to third place. While getting a T-shirt at the end of each season is great (no matter what place you get), the Incrediballs have always been striving for something more. Well we found it! 

On Saturday, Feb. 20 we are playing in the 1st annual Dodging Diabetes Dodgeball Tournament, in support of the Northern Nevada Chapter of JDRF.  Not only are we getting to do something we love, but we are doing it for a great cause. 

Since working at RKPR and dating my boyfriend, Greg (who I happened to meet playing kickball) I have become very familiar with this non-profit organization and this disease that effects the lives of millions. As a pro-bono client of RKPR’s, the Northern Nevada Chapter of JDRF has become one of my favorite clients to help promote. In addition learning about Type 1 diabetes and its impact, I have also learned a great deal from Greg’s dad who has battled Type 1 diabetes since his early 20s. 

You can bet that we, the Incrediballs, are going to give it our all on February 20 and will do what it takes to bring home the gold, in honor of the many families who are fighting against this deadly disease.

At a recent American Marketing Association luncheon Michael Thomas, marketing director at the Reno-Sparks Convention and Visitors Authority, spoke about his organization’s rebranding campaign. I’ve attended several presentations on their process and new brand, including a controversy-stirring RSCVA board meeting, so the bulk of the information wasn’t new to me. However, Thomas geared this talk towards how other companies could go about the rebranding process and provided five tips that anyone can use. They were honest and to-the-point so I’m sharing them here.

·         Research. This seems pretty obvious, but if you don’t know how you’re currently perceived, who your customers are, where you can expand, etc., how will you know where to start?

·         Face uncomfortable truths. No one likes to hear that their pizza tastes bad (ask Dominos), but sometimes you have to own up to the reality of your product before you can move forward with a successful brand.

·         Listen and answers usually follow. People love to share their opinions, and more often than not you can glean some pretty great ideas just by asking questions and listening to what people have to say. Or, don’t even ask questions. Just go to where your customers are and listen to what they’re saying about you or your competitors.

·         Be a first rate version of yourself. If you try to bill yourself as a Lexus when you’re really more of a Toyota Corolla your customer will call you on it. If you’re a Corolla, be the best darn Corolla you can be.

·         Last, emotion trumps logic. Customers may know that it costs less to use a store brand, but they’re emotionally tied to the name brand they’ve grown loyal and emotionally connected to. Appeal to an audience’s emotions and they’ll take note.

Thanks, Michael, for the great tips!