While a study by BtoB Magazine conducted last year pegged 93% of all B2B marketers to be engaged in some form of social media marketing, I still see some B2B marketers shun a mufti-dimensional social media program. Sure, LinkedIn is okay but all the others?

Perhaps the name is the first barrier. The soft, squishy “Social Media” label belies the incredible influence that blogs, twitter, Facebook, Google+ can have on a business-to-business brand. But I like to think of “Social Media” more as visibility media – or search media. Jeffrey L. Cohen, Managing Editor of SocialMediaB2B.com agrees. He recently wrote that “prospects still find their way to your site and your content by search, and Google (Plus) is giving B2B marketers another tool to help with that.” That’s actually true for all the social media elements.

But just exactly, how does Social Media work to help your prospects find you? Let’s start by examining a company’s digital foot print.

In the graph above, the mighty Web Site is situated on the left with corporate and product messaging, and possibly e-commerce waiting patiently for visitors. Just four years ago, the quip “build it and they will come” held true for web sites. Some studies suggest that as much as 93% of internet visitors went directly to the Web Site as recently as 2008 – without the assistance from Google or another search engine.

However, today that relationship has completely reversed. Now 90% of visitors arrive at your site through search, represented in the graphic as the circle on the right. It is no longer enough to just build the site. Marketers must expand their presence on the internet to get closer or rather more visible to the search engines. And one of the most effective ways to do that is to use social media to expand the company’s digital footprint.

The most common social media vehicles are noted on the chart. However, the real key to maximizing the footprint is not so much which elements are selected but rather that these social media elements are integrated with each other – as well as refined to best appeal to certain segments of your prospects and customers. For example, a new product is usually launched with an announcement on the web site. A message is also posted on Facebook about the new product as a tweet directs readers to the blog on the microsite that explains in greater detail the product benefits. A video of someone using the product is posted on YouTube, and the blog feed is updated on the management team’s LinkedIn page. The next day, the twitter account takes up new tweets and retweets. Facebook has a couple of new posts. The next week the same integrated approach is applied to promote the next topic identified in the editorial calendar.

It is actually a fairly straight forward and efficient process but it takes a good plan and some discipline to keep all the pieces working together. There is one other important element to success – engaging relevant content that has been optimized for the search engines, but I’ll save that for my next blog. If you would like to explore further how to create or enhance a strategic approach for B2B Social Media, please contact me.

patriciah@scgpr.com
612-288-2403

-Pat Henning

As I got up to leave the table from breakfast at Bylery’s yesterday (thank you Debora!), the handsome bottle of catsup on the table caught my eye. It had certain vibrancy about it. It was a fresh, full bottle without the usual dried red blobs clinging around the cap. But it was the label that got me to take a second look. It read, “Our Turn To Serve, Support our Veterans.” I’ve always liked Heinz Ketchup and so must others as it is called the world’s favorite. But now I think I like Heinz even more.

A Google search revealed that Heinz is teaming up with the USO and Wounded Warrior Project™ to say “Thank You” to those who have served in our military. On the Our Turn To Serve page you can send a digital thank to the troops or like them on Facebook as 885,772 (plus one!) have done.

As long as I was on the page, I thought I’d send the digital card to a veteran. I was little surprised, however, when my first message was rejected for “profanity or inappropriate content.” And here is the offending copy for your own review:

“Thank you for your personal sacrifice to serve America and our citizens. You are making a difference in the world!”

I couldn’t find either profanity or inappropriate content, but no editor is perfect so I used “copy and paste” from their sample copy and that seemed to pass inspection. And as a happy outcome, Heinz donated 57 cents the Wounded Warrior Project, so I won’t get too upset that my first round of copy was rejected.

Aside from the copy glitch, I’d say this program is an excellent example of well executed community outreach. It helps create a stronger connection with consumers, creates goodwill in the community and helps advance a worthy cause. So thank you veterans. Thank you Heinz. And everyone have a little extra catsup with your next order of hash browns.

-Pat Henning

Last Friday was quite incredible in Mound, Minnesota, where I’ve lived with my family for nearly a dozen years. An afternoon parade filled with homemade floats, Homecoming Royalty, about 100 youth football players dressed in red and the marching band (sporting tee-shirts designed by our own Trevor Nolte) made its way down the main street to the high school parking lot where tailgating and picnicking got underway before the big football game. Despite a perennially and notoriously poor team, about 20-30% of our town (population 9,052) turned out to cheer on the White Hawks on an unusually warm, moonlit October evening. Hoping for homecoming victory, instead we witnessed a 35-7 defeat. Nonetheless, there was unmistakable optimism in the crowd as we listened to the pep band, lined up for concessions, watched the dance line and encouraged our team with cheers. This optimism is the point of my story.

Optimism and Hard Work Bring Results

I really love this little town located about 23 miles west of downtown Minneapolis (but who counts the miles!) Quirky and quaint, Mound has experienced a renaissance of sorts. Former home to Tonka Toys, the town suffered a significant set-back when the toy manufacturer packed its bags for Mexicoin 1979 and took with it 500 jobs. Since I’ve lived here, a new downtown area has been developed, the waterfront reclaimed and Walgreen’s has set up shop across from the expanded Wells Fargo. The school system ranks as one of the best among Minnesota’s top schools based on reading, math and science test scores. Our police department and volunteer fire department were among those honored on September 11, 2011 at Mound’s Veteran’s Park on the 10^th anniversary of that defining event and the 9^th anniversary of Mound’s 9-11 memorial. It was created by VFW Post 5113, and is one of the first permanent 9-11 memorials in the United States.

That’s not to say everything is rosy in Mound. There is economic diversity here that is raw and unsettling at times. But this diversity is one of the reasons why I chose to live and educate my children in Mound. Like the waves along its 17 mile Lake Minnetonka shoreline, wealth, welfare and everything in between bump up against each other, coexisting side by side. For example, WeCAN (Western Communities Action Network) will soon begin its annual outreach for families in need, and residents from Mound and the surrounding communities seem to always, optimistically answer the call.

Expect to be Successful

Even as our national leaders and media perpetrate the negative, there are many towns in Americalike Mound whose citizens bring forth optimism to better their communities, educate their children and look toward a better tomorrow. And the results are impressive. Optimism is a very powerful force, but so is the psychology of doom. In fact, the Nobel Memorial Prize in Economic Sciences was awarded this week to two Americans for their research on this very matter—cause and effect in the macroeconomy. In short, this research supports that expectations play a pivotal role in outcomes. While prize worthy for its authentication by research, this has been a long understood fact in our small American towns and embraced by their citizens: If you expect to be successful (which is optimism,) your chances of success are higher. And of course, the flip side is true as well.

So to our “leaders” and the “Occupy Wall Street” protestors across the country who blame Wall Street for our troubles–which, by the way, is the very place we honor the more than 3,000 innocent, productive lives lost a decade ago–I say take a lesson from my town Mound, Minnesota. Be optimistic. Work together for a better tomorrow. (And Go White Hawks!)

-Pat Henning

A recent article published by BtoB Magazine heralds paid search as the most effective lead generation tactic with 36% of 200 respondents giving the nod to pay per click (PPC) as their lead-gen of choice.

Most effective tactics include:

• PPC campaigns – 35.9%
• Online display campaigns – 17.9%
• Other – 13.7%
• 3rd party opt-in email campaigns – 11.3%
• Tradeshows – 7.7%
• Direct mail – 6.5%
• Cold calling – 5.9%

While this particular poll ranks more traditional channels such as tradeshows, direct mail and cold calling near the bottom, our own experience at SCG is that the real horsepower in lead generation occurs when these tactics are used to converge on prospects so they can be exposed to your message in various mediums. It’s the rule of frequency – while PPC may be just the tactic to engage your prospect and finally convert them to customer, it’s most likely a series of encounters with your brand that gets this prospect to officially show their interest.

When evaluating paid search and your overall marketing program, there is another important trend to and that is the increasing, incredible role of mobile. The iPhone was introduced in 2007 and is largely considered the catalyst for the current revolution in mobile. In just four years, the number of Americans that own a mobile phone that runs the Android, Windows or IOS operating systems (aka the smart phone) has grown from 6% to 38%, according to Nielsen. An eMarketer study showed that a whopping 82% of US executives now carry smart phones.

But hold the phone on this finding – while mobile advertising accounts for only 12% of web ads (per Performics), mobile access of data is expected to account for 20% of all search by 2012 per RBC Capital Markets.

When looking at these trends for paid search, mobile and the mobile-search combo, do not disregard the importance of more traditional tactics of trade shows, direct mail and cold calling. Instead, smart marketers will seek greater synergies between all the elements.

Read more blogs at SCG’s 41 Stories.

-Pat Henning

It was not the heat nor the humidity but a record breaking dew point last Monday that made a dip in the lake almost as essential as  staying hydrated at SCG’s 11^th Annual Summer Splash on Lake Minnetonka.

While our agency’s offsite event has evolved over the years from a more structured afternoon program to a relaxed day-at-the-lake with family and friends, one constant remains. This is a time to get to know each other on a different level.  From wild ping pong matches to the prize-laden appetizer contests (yes, Trevor won again!) to the canoe adventures gone awry – these activities are gateways to understanding our co-workers better and forging more productive relationships.

Our clients have always been accommodating with the occasional shift in a deadline or meeting as we leave our keyboards for the key limes for a day. (Thank you!) Intuitively, they understand that our work product will be better (more creative, more efficient) as a result.

A way to stay cool at Summer Splash.

America – take note.

There has been a lot written lately about the decline in compromise in America and its debilitating effect. Some have said that our current political gridlock has grown out of our demands for having life “our way.” From our burgers to our banking, life today often revolves around our own heart’s desires as if there was no one else to serve.

I think there is another factor at play. The decline in compromise is rooted in the general lack of understanding of the other side. (What, they don’t even like burgers?) With today’s option for self-selected media, it is possible like in no other time in our country’s history to immerse ourselves in views that reflect, well, what we already think. People are losing the ability to accept new thinking.

Much like Norway is currently struggling with immigration the way the US did more than 100 years ago, Americans (most notably our elected officials) are struggling with the immigration of “foreign” ideas into their lives. But immigration does enrich society. US history proves that through transitions and mutual acceptance, Irish immigrants led productive lives along side Italians and Germans. Liberals and Conservatives can (and should) coexist productively too.

But productive coexistences demands that we must understand viewpoints other than our own.

Imagine the result in Washington (or in St. Paul, Minnesota) if our elected officials made the effort to understand each other better and to forge more productive relationships. What if the “left” and the “right” began to see the world from the “other” perspective and actually began to lead and legislate in a manner that better represents all constituents?

Wishful thinking perhaps.

What can we do as citizens? Get out more. Splash around some new ideas. Listen to the other channel. Read the other blogger. Visit with someone who thinks differently.  And at our next election, participate. Attend your precinct caucus. Vote for those that have shown an ability and willingness to work for the common good.

Read more blogs at SCG’s 41 Stories.

-Pat Henning

Sunday evening we dined on the fabulous leftover Swedish meatballs. Basking in total satisfaction, we congratulated ourselves on Ringo’s exemplary contribution with helping our guests feel welcomed at the wedding shower earlier in the day. No ill-behaved beast disrupting this party. Instead our dog was a charming host, a true gentleman—or so we thought.

Turns out this was pure fantasy and one that faded fast as SCG colleagues swapped tales of Ringo-gone-rogue at the Monday morning staff meeting. Many, many meatballs stolen from the unsuspecting. A three-foot vertical leap dislodged the Golden Oreo Funstix from our guest Frank’s hand. Paws on the dining room table. The stories went on. And on. Unfortunately it seems that Ringo didn’t understand the rules. Obviously he had focused on himself, not the guests.

As my disappointment was mounting, one person summarily dismissed the whole episode. “It’s just what we’ve learned to expect when we visit your place,” she said. I was crestfallen. Was this really our reputation?

Image courtesy of Brian Larson, wedding shower guest and meatball victim

Reputations Reflect the Real Culture

Just another case of a good dog making bad choices. Or is there a lesson here aside from, “protect the meatballs and warn the guests?” Yes, there is. Without a shared culture that is understood and embraced by all, an unwanted reputation can take root. Despite my intent to have our guests feel like they are welcomed, appreciated and special, without Ringo’s commitment to this vision — it can’t happen. No amount of meatballs, party games or prizes will change perceptions that the next party will be different either, unless Ringo’s behavior matches our desired culture.

Do you know what your company’s reputation really is? Could it be similarly at risk?  Even with only a few (otherwise good) employees making bad choices, an underground culture can develop. Unwittingly employees may embrace work values that are not aligned with the leadership group. They may focus on some aspect of the work that actually weakens your intended customer experience. It’s the real culture, not the intent, that drives the reputation.

What to do? First, formally define your culture. Then educate. Consistent, repetitive education will have the single biggest impact. Inform employees about the culture that the leadership group envisions. Get everyone on the same page. Define how the culture should shape daily actions. Involve employees about bringing the culture into their work experience (and your customers’).  Through recognition and rewards, inspire your work teams to create the reputation you want. Read more about this in SCG’s Growth Guide.

As for our good dog Ringo, he may just have to miss the next party.

Read more blogs at SCG’s 41 Stories.

-Pat Henning

The black Ford Edge I was following as I began my 5 hour trek across Minnesota from Duluth to Moorhead on Saturday was annoyingly consistent – traveling at exactly the posted speed around the bends, through the little towns and on the straight-aways for miles on end. Despite my mounting frustration I decided that resisting the urge to pass on this two lane road would be the best way to both avoid a head-on and a speeding ticket. Firmly resolved, I tuned into Minnesota Public Radio and listened to coverage of the just-agreed upon budget deal that averted the government shutdown.

As the analysis started fading into a black hole of blah, blah, blah I started to ask, “How did we get in this budget mess? What is the real cause of all this trouble?” With the great clarity that comes on the edge of absolute boredom, here are my observations.

Culture Change
Unless you are Monty Python, you cannot make draconian cuts in the budget of tens and tens of billions and expect only a flesh wound. Hemorrhaging and death are more likely outcomes. It took a while to get to this point, so it may take a while to get back to sanity. Huge whacks to the budget without fundamental changes to the culture may actually be a huge negative for our economy and our citizens.

1. Get Lean from Within
   If you are morbidly obese (which most agree the federal budget has become), a starvation diet of whopping budget cuts won’t solve the problem. As soon as you stop “dieting” (aka the other party gets back more control) the pounds come back. Instead, we need to engage the American federal worker to look for waste and get more efficient. There is certainly enough work to go around for the existing workforce. We just need to do more of it at less cost – just like the private sector is challenged every day. The public sector must embrace Lean Manufacturing principles (just as the private sector has). Start Kaizen sessions with the front line workers. They can find the best ways to trim waste at every point in our government. In short, we need a culture change in the public sector.
2. The Military is Not Exempt
   We just spend too much on defense, even when our leaders don’t ask for it. In 2009 the final size of the Department of Defense’s budget was $680 billion, $16 billion more than President Obama had requested. Stop this! Instead, we need to focus on eliminating the legendary red tape in our Department of Defense.
3. Reduce the Tax Rate, Close the Loop Holes
   To paraphrase Donald Trump, it costs some money to have a country. So everyone who works here, has employees here and benefits from our collective intellectual capital in the U.S. needs to pay to play. Let’s start with companies like GE that posted $5 billion in profits and through various legal means paid no federal tax to Uncle Sam. Collecting a couple billion there should get us off to a good start. There are many more out there I am sure. Besides closing the loop holes which will allow an overall tax rate reduction, we need a culture change from the private sector too. It is our duty and a privilege to pay taxes to run our country.

So as our politicians yammer on, it might be more prudent to think about what we need to do together as a nation to get out of this mess. After all, the government is us.

Read more blogs at SCG’s 41 Stories.

-Pat Henning

Image Credit: Lexi Revellian

At our agency, the week starts off with a planning session called Six Days Out. During the past 18 years the meeting format has varied, but two elements remain constant: food and a forum to share knowledge. Over the past year, we’ve implemented Tech Tips to help us stay current on the myriad of technical advancements that occur almost daily. The discussion is led by one of our digital team members but everyone can chime in about how we can leverage “what’s new” for our clients’ benefit.

With so much information swirling around, sometimes a good refresher can be quite helpful. This week’s Tech Tip was just that. Presented by our new Digital Media Director Brian Larson, his review has high relevance for anyone that uses Google. Interested in better, faster searches? Check out these tips and tricks from the Google Librarian Center:

1. Use quote marks for “exact phrase searches”. (Okay, everyone knows that one, but you might not remember the rest.)
2. Using a “minus sign” narrows searches. Bass -fishing gets you results about bass not related to fishing like shoes and guitars. But you must leave a space after bass. Otherwise you’ll catch lots of fish.
3. Waltz with Matilda. While Matilda is a waltzing, use the homonym tilde (sounds like til-da) to get a word and likely dance partners (synonyms). A search for ~keyboard brings up pianos and computer keyboards.
4. Feeling flexible? Use OR between choices. Search restaurants sushi OR steak to find restaurants with either sushi or steak. Surprisingly, many have both!
5. The mighty ellipsis eclipses dates you don’t want. Interested in just Picasso’s Blue Period? Search Picasso 1901…1904 for results during this time. In this example, however, a search for “Blue Period” might be just as effective.
6. define: Type define:plethora and you’ll get plenty of definitions to the word plethora.
7. site: Search only particular sites. To find pages about Picasso from educational sites only, type Picasso site:edu. Also search within one specific site by using something like “site:moma.org Picasso“.
8. link: Find what web pages link to your site. link:google.com reveals 10,900 links. Most sites have less. Even Wikipedia at 4,640.
9. Who needs a calculator? Type in 2+2 in the search bar and voila! There is the answer. Be careful on this one though because 2+2=5 is also an option.  Also try 15% of 25 to figure out your tip. Or sqrt(4).
10. Conversions This might be my new favorite to quickly find things you think you should already know! Type in: days in a fortnight, $ in pound, 40F in C, cm in a foot and so forth.

Read more blogs at SCG’s 41 Stories.

-Pat Henning

Our increasingly fast-paced, high-tech, social media-ized world can actually make it easier to create a disconnect with customers – just the opposite of what is intended. When communication channels are missing or clogged, customers can easily become dissatisfied. This became clear to me when I recently experienced the best and worst of online shopping. But whether you are a bricks- or bytes-based company, the absolute best tactic to earn loyalty and retain customers is good communication with prompt response.  This simple, yet highly effective approach not only creates an important bond with customers, it will set you apart in the crowded marketplace.

Holiday Shopping Highlights the Trouble
Like many this past holiday season, I shopped multiple venues for my gift list: new stores, old favorites, malls, neighborhood shopping and online. My retail adventure got underway about 12 days before Christmas. For the most part, online deliveries made it on-time despite record snows. However, there were two notable exceptions.

When checking online to confirm my Macy’s order —albeit purchased very near to the deadline for the “Guaranteed Christmas Delivery”—I was upset to see its expected delivery date had been changed to 12/28. Was it the weather? Did my order not go through properly? Was this really true? I searched the site for a customer service number to call and discovered there was no way to contact Macy’s directly. While the delivery guys did bring the 5 large packages of down pillows and comforters to the door about 4:00 on December 24 (along with a couple of dog biscuits), the experience eroded my confidence in Macy’s.

Similarly, the college cookbooks that I carefully researched and ordered for my daughter from my beloved Barnes and Noble on December 18 did not arrive until three days after Christmas. These items had been listed as, “in-stock, usually ships the next day.” I guess the key word is “usually.” There was no communication noting that these items would not arrive for the big holiday. I usually divvy up my holiday book purchases between national and local but next year, all my book purchases will be made at the Book Case in Wayzata, Minnesota.

One-Hour Response Amazes

So given these two disappointing experiences, I was completely amazed (and delighted) with my dealings with Sur La Table.  During post-Christmas clutter removal, as I tore off the cardboard wrapper from the Grill Station™ Safe Prep serving tray set , I became intrigued by how informative the packaging was. I learned about a feature that did this and that and that the set doubles as an ice tray. Then I read it was a 4-piece set. Yet I had only 3 pieces. I counted again since holiday stress can affect cognitive functions. Yes, only three. Puzzled, I eventually figured out that the nifty utility tray was missing. Did I throw it out by mistake? No, I reasoned the little tray probably should have been inside the cardboard wrap.

Sigh. The picture of the utility tray looked so nice. I wish I would have gotten it. Second sigh. But then I remembered that Sur La Table had recently sent me an email survey about my online purchase experience. Just for fun and with expectations near absolute zero, I decided I would email their customer service, explain my situation and ask if I could get that little utility tray. I sent an email on the 26^th thinking that maybe, just maybe I would get a reply in a week or so. It was the holidays after all. About an hour later I  could not believe what I received in my inbox: a very friendly, personal response from Sur La Table customer service. No automated reply here. Within one week I had not only a utility tray but an entire new set. I know it was just easier and cheaper to send a new set than to retrieve just the utility tray but I was still delighted. I will remember receiving the email response for a long, long time. And I plan to shop Sur La Table again and again.

The Real ROI
What was the cost to staff customer service on the Sunday after Christmas? And the associated costs of mailing a replacement? If you think of the value created by an annuity of loyal customer purchases, I think most analysis would prove a positive ROI. The alternative—chasing away customers to competitors—offers notably less return.

Take a minute or more to evaluate how responsive your company is with customers. Or better yet, try to anticipate issues and communicate with your customers in advance. Imagine if AT&T had let the iPhone users know the alarm function had failed on New Year’s Eve. Only time will tell if those customers switch their snooze buttons to Verizon.

Read more blogs from SCG’s 41 Stories.

-Pat Henning

After 20 or so years within an agency, I’ve developed some insights on what makes good work and what makes a good client. Nice guys finish last, right? Wrong. Wrong. Wrong.

In “How to Think Like A CEO, The 22 Vital Traits You Need to be the Person at the Top” Nice is one of the key attributes of near-perfect CEOs. Nice clients not only get way more work out of the agency, they get better work too. It’s not that agency teams have anything against naughty clients, it’s just human nature. You naturally give your best effort in positive environments. Want more from your agency? Here are the eight common attributes of our very best and very nicest clients: 

Start with a plan
Invest in brand research or strategic planning to get started with your agency. Our longest and most productive client relationships have started with a vision of what can be accomplished and a roadmap of how to do it. Over the years, we often return to the starting point to check our course. The investment will pay tangible dividends.

1.  Trust
   Nothing gets people to work harder for you than trusting them. Give your agency enough leeway to be creative – and the latitude to take some risk. It’s interesting that controlling behavior from a client doesn’t provide control. Placing greater responsibility with your agency team actually provides better insurance that they will act more intentionally, check things twice and get things right, the first time. If things don’t go right, calmly examine why and discuss what process needs to be changed.
2. Be involved
   Just because you’ve given the agency responsibility doesn’t mean you can check out. Agency relationships thrive with collaboration. Review work in a timely manner and provide candid feedback. Don’t try the “I know what I like when I see it” routine. Your agency is creative, but not a mind reader.
3.  Let them get to know you
   In case you really do want your agency to be a mind reader, let them get to know you. Have fun. Tell stories. Become friends. Share the company buzz. It not only makes the relationship interesting and fulfilling, you will find that they can more easily create work that you love.
4.  Go deep
   Get to know all the players on your agency team. Provide opportunity for your agency to interact with various people on your staff. When it gets crazy busy and you need to just “get ‘er done,” you’ll be glad that you’ve established these multiple points of contact. Your fall back? You always get to give the final okay.
5. Budget
   Make a list and check it twice. Create an annual budget. Agree on the range of work and the investment level you are comfortable with. Arm wrestle a little if you must but once you settle on the budget, stick to it. And when the bill arrives, if it is on track for the annual program, don’t quibble. It’s not only destructive to the relationship but it robs your marketing efforts by diverting dollars away from productive work.
6. Bills
   There is a simple way to stay on the Nice list: pay your bills. Want to be on the top of the Nice list? Pay them quickly. I can predict with 100% accuracy how a client relationship will evolve based on the first month’s bill payment. If you devote some effort to the annual plan, the monthly bills should be fairly simple. But back to item 3, review bills in a timely manner so if there are some issues, they can be readily resolved.
7. Praise Often
   Next to trust, there is nothing that gets your agency to work harder and smarter than praising their efforts when things go well. Have enough confidence to give the agency credit when credit is due. And don’t forget to thank the people you don’t usually see. A quick email with a Cc: to the boss is all it takes! Chocolate works equally well.

Remember, if you want consistently great work from your agency, be good for goodness sake. The proof is in the pudding. Ask companies that have held a long-term relationship with their agency. They will tell you, “It pays to be nice!”

Read more blogs from 41 Stories.

- Pat Henning