The website technorati.com has lunched a podcast series, “Social Brands & Influencers”. Technorati interviews top thought leaders and decision makers in the social media and marketing world. Liz Brown Bullock formally of Dell Computer and now CEO of the start up SASI provided her perspective on getting employees involved in social media marketing. Below is my interpretation for aviation marketers.
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“The State of Airline Marketing,” published by Airtrends.com and SimpliFlying, takes a global look at innovative social marketing trends using case studies. The report identifies trends such as experiental, location-based, co-creation and social loyalty incentives. Below is my interpretation of their report with focus on people-to-people marketing trends.
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Kelton Reid, Director of Marketing, at Copyblogger Media’s StudioPress division posted a style guide for writing online content. Below is my interpretation for aviation marketers charged with content development.
Great online content achieves the following:
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Today, a few innovative aviation marketers are using social marketing to extend the engagement with key constituents during the sales cycle. Relationship driven, people-to-people marketing is generating brand awareness, highlighting thought leadership, and humanizing the brand.
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Without knowing where to search, finding the perfect image to complement your web content, presentation, or blog can be frustrating, expensive and labor-intensive. Thankfully there are photo-sharing sites that offer free downloads of some very well crafted photography with creative commons licensing agreements.
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When developing the strategic communication plan for a brand, I always pay attention to brand positioning with regards to its competitors and how, if at all, it presents its brand promise.
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Recently I received a Notice of Infringement Cease and Desist letter over the blog and newsletter name Altitude Marketing. This came as a surprise because I’d been publishing the blog and newsletter for over a year. It seems that “Altitude” when combined with “Marketing” violated a trademark registered by another marketing consulting firm.
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58 Social Media Tips for Content Marketers published by the Content Marketing Institute is an e-book about selecting social marketing channels and identifying best practices of how brands use these channels to connect with their customers. Aviation marketers should pay particular attention to aligning social media platforms with audience following. Below are findings from the e-book that are relevant for marketers in the aviation industry: Continue reading
Jonathan Goodman wrote a guest post for Pro Blogger website on how to build relationships with influencers in your market segment, which he called the “Diamond in the Rough System.” My interpretation of Jonathan’s insight provides a road map to get your content noticed and build a following in the aviation industry.
The Diamond in the Rough System of relationship building:
The Diamond in the Rough System is a way to get the influencers to want to approach you. It can be applied to any large social medium. For the purpose of this article, I’ll focus on using Twitter.
The Diamond in the Rough System will teach you how to find the diamonds behind the Twitter scenes and mine them.
First, understand that there are influential people in the aviation industry:
The influencers are the ones in control of the big brands. They have hustled and built an empire and a great network around themselves.
The trade publications are usually large organizations with multiple levels of staff. Determining which head editor to make contact with can be challenging.
The bloggers are gaining altitude in the aviation industry. Depending on who follows them, they can be very influential.
The beat reporters and supporting editors are easy to access and have a lot of influence as to what goes into the publications. They are the diamonds in the rough.
Using Twitter to build relationships with beat reporters and supporting editors
Most beat reporters and editors have modest followings on Twitter. So while they get 100+ emails a day, they might only get two @ mentions on Twitter. Which do you think they would be more likely to respond to?
How to find the diamonds in the rough
How to court your diamonds
Now that you’ve found these people, respond intelligently to their tweets. If they promote a blog post or article with a link, take the time to read the article and respond with a piece of feedback or a question.
You should not respond to every tweet. Respond only if you have something intelligent to say and not more than once or twice every couple of days.
Don’t ask for anything in return. Your bio on Twitter says who you are, and includes a link to your work.
You should have a headshot as your profile picture in Twitter. People like talking to and doing business with people, not faceless organizations.
photo credit: chase_elliott via photopin cc
Strike up a conversation about social marketing with senior leadership and chances are they will roll their eyes and tell you a story about someone posting something to a Facebook page. The reality is that very few understand how to implement or integrate social marketing within established marketing channels.
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Life After Advertising 2.0 