Marketers Ruin Everything.

Let me start with what annoys me about online video: commercials.

I went to Youtube recently to watch a commercial that someone in the office was talking about. Before the commercial came on, I had to watch another 30 second commercial. Watching a commercial in order to watch a commercial = one annoyed viewer.

But, I must get over it. With the rise in popularity of online video, companies everywhere are trying to “go viral” with their best sales pitches. Which means, other marketing companies will be placing their ads to catch your attention.

I tend to agree with Gary Vaynerchuck in that “Marketers ruin everything!” He said that, among many other outstanding things about social media and marketing, in his recent keynote address at the Digital Summit in Atlanta this week. #dsum11

It’s true though right? Great marketing gets your attention. From there, other marketers mimic the efforts. Which leads to more and more efforts that are similar (call it trends if you will). Eventually, the “market” is saturated with similar tactics and then the consumer chooses to ignore it. Let’s take a moment of silence for Banner Ads, Sponsored Search Results, and Direct Mail.

MATRIX is not immune to this thinking. We know that online video is popular, and we want a piece of it. However, rather than sitting around brainstorming the best way we can “go viral”, we’re evaluating the content that we currently have, and brainstorming ways we can simplify and put it on video.

Now, we’ve created video “case studies” for our Business Intelligence group, fun videos showcasing things about our corporate culture, and highlighting our true heart-felt importance of community service.

Have they gone viral? Hardly.  Do we want them to? Sure why not! Let’s make Kwesi Oseitutu the next Old Spice man!

The point is, MATRIX isn’t trying to spam, nor is our goal to win a Webby. We are trying to provide our customers another insight into our business and corporate culture.

Our most recent “video venture” is taking our technical jobs and putting them on video.  It’s not polished. It’s not over-produced. But it’s real. Real information about the opportunity, the work environment, and the skills needed to land the job.

In the end, we’ll keep testing out different forms of video that work for our business. Scratch the ones that fail, then saturate the streaming web with those that work.

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Targeting Candidates on Twitter

Lately I’ve had numerous MATRIX recruiters come and ask for tips on targeting a specific type of candidate on Twitter.

First, I remind them is that Twitter is not an “all you” media. Meaning, don’t expect to put a job out there, and in return have numerous qualified candidates immediately contact you.

Social Media, and specifically Twitter, is just that, Social. It helps to build those relationships, that then could turn into placements, or referrals from those you’ve connected with.

At any rate, I do think there is a science to finding your exact target audience on Twitter. I’m sure most of you reading this could expand on my tips, but here’s just a few to get you started.

Let’s say you are looking for Java Developers in the Chicago area.

The first place I go is to Google. Reason: I want to connect with java pros in my area. So, I typically I run a  search like “Java User Groups, Chicago”

That then gets me a list of active user groups that specialize in Java, again that are local.

From there, I start digging. Going into each user group site and looking for signs of life on Twitter.

First I check to see if the User Group has a “corporate” Twitter account. That way I can stay in contact with the meeting dates and any news from their group.

Then, I look to see who’s following their group. Most of the time you will come across professionals that attend the user group, and other times you will find other recruiters. Either way, get connected with them.

Then digg deeper. Remember you’re trying to “connect” with their community. So, find some of the most active Twitter users in that group and see who’s following them.

I found this Java guy (blurred his name because I don’t have permission) and saw he has thousands of followers. Take a few minutes and peruse through who he’s following. Any other java pros that he’s connected with? If so, connect with them.

Lastly, pay attention to their conversations. Are they talking about an upcoming event? Does that event have a hastag i.e. #ChicagoJavaConf? See who’s talking within that community and connect with them.

Before long, you will have a solid list of targeted Chicago (potential) Java candidates.

In my next post, I’ll discuss your next step: Engaging them in conversation.

My Interview with “The Job Stalker”

Through a series of Twitter interactions I met Brendan Tripp, a marketing and communications professional in the Chicago area. Brendan writes a regular blog series titled “The Job Stalker” where he shares helpful resources about for those that are looking for a job.

Recently, Brendan highlighted MATRIX as a company job seekers should get to know on Twitter. And for those that don’t know I am the “voice behind the M.” You can read the full interview where we discuss the job market, social media, and networking here:

http://www.chicagonow.com/blogs/job-stalker/2010/08/some-other-folks-on-twitter.html

Your company is Tweeting, Facebooking, and Blogging. So what?

So, your company is on Twitter, Facebook, and has started a blog. So what?

Are you connecting to the right people? Are you seeing any results from your efforts?

Every self-proclaimed social media mogul says “listen first,” then speak. I agree, but where do you listen, who do you listen to, and how do you listen on SM?

I usually pick a “target audience” every few days and concentrate on building a relationship with them.

For example, let’s say your company wants to sell Zen Gardens to stressed-out CEOs. (It was the first thing I saw when I looked around my desk).

Step 1 – Connect. First, I suggest checking your database for all CEOs  that your currently working with. Run internal searches to see if any of them are on social media. It’s important to connect with people you already know, and see who they are connected with. Done that already? Then, how about running a boolean search (you can use this one) on Google and find CEO’s on LinkedIn that are also on Twitter.

Step 2 – Listen. How do you listen on social media? All those people you just connected with in Step 1, now it’s time to listen, not in a stalkerish way, but in a way that knows what’s going on in their world. Are they asking questions you can provide input to? Can you help sponsor an event? Do you have common personal interests/goals? All of those things are conversations to be on the lookout for. I like using Twitter Lists on TweetDeck so I can put people into categories and quickly monitor what that group is saying. By quickly, I mean scanning through their tweets once or twice a day.

Step 3 – Interact. I think this is where many companies potentially drop the ball.  They get their SM sites going, then, like Field of Dreams they hope customers will come. Building a true social media platform takes a bit of an entrepreneurial spirit. Always thinking of ways to interact and build relationships.  A few basic examples: comment on a blog post, RT their information, support them in their speaking engagements, just interact with them! People on SM love when their content spreads.

Step 4 – Give. I like to use the word give because relationships never work if your a “taker.” So, give to your connections. Provide meaningful content via a blog or Twitter feed. Support their efforts whether speaking or blogging. Could they benefit from knowing another one your connections? Introduce them. Do you have an event they might be interested in attending? Invite them. Let your connections know that you are not all about you.

Step 5 – Engage. Now that you’ve had meaningful interactions with them, it’s time to pull the “relationship” even closer. Maybe they could guest author on your blog about the stress CEOs are facing. Or you could sponsor a series of Webinars for other CEOs. I’m making this up but you get the point. Your goal is for them to become an advocate of your SM efforts and of your organization.

I’m not claiming to be a sales expert. But, most sales people would agree that the best “deals” are done with those who they’ve built a solid relationship with. Social Media is a great tool to lay the foundation for a good relationship.

If all of this stresses you out,  I’ve got a Zen Garden with your name on it.