A free media is the instrument of free speech. It is a hallmark of our society. It separates us as a nation from others. Social media in particular elevates individual stories. Like any other media, it can also be abused. The following link is an example of ’social bullying.’ However, it cuts both ways. In this case, the cyber bullies were outed. Literally.
Warning: The attached link has very graphic language. Moreso, it has very disturbing and demeaning thoughts.
But, we depart from our normal posts to share the idea that though we may believe we are in an enlightened age, the world has more in slavery than at any point in history. And, apparently those that would hide behind a computer and say things they would never say in public.
Here’s to one man who chose to turn the media around for good.
to read Curt Schilling’s post about his experiences with social media bullying.
Last year, a client noticed that GRM staffers were responding to their customer issues on social media so quickly and in a more appropriate ‘brand voice’ than their internal team. So they asked us to take on all of their online customer service.
We gulped. Agencies always like new assignments. But customer service? For a marketing agency? That’s a new one. Then it hit home. We are about creating zealots, and the number one way to build zealotry moments is in handling complaints, questions or frustrating issues. So actually, it seemed a logical and natural extension of what we do as a company.
We are eight months into the assignment and it is no longer an experiment. The perceptual barriers just haven’t materialized. The client is happy and we have established a working process. If you’d like to hear more about our customer service work and see the process and analytics, send us an email
. We’ll be glad to give you a quick tour.
Our work for Milani
has led Milani Cosmetics Corp. to assign their Jordana
brand to GRM without a review. Initial assignments include social media and complete remake of their website. Jordana is the ‘younger sister’ to Milani and sells at both retail and online globally, targeting young women.
GRM has chronicled our ongoing work with Milani, including growth to more than 1 million social following and impressive year-over-year online sales gains.
You’ve probably heard it before—brand personality builds customer loyalty. And social media is the perfect place to let that personality shine. Social timelines are more than just a backlog of posts. Fans view social timelines like the pages of a brand diary. Within one quick scroll, customers should be able to understand the brand voice, the brand’s interests, what makes the brand tick, what the brand is most passionate about, etc.
For Milani Cosmetics, its Twitter is what transforms the brand into a person and gives it life.
Milani Cosmetics is passionate about color and affordable makeup (And not just a little makeup, but LOTS of makeup). Any zealot for cosmetics has this same guilty pleasure, and if you can’t beat the temptation- you might as well learn to laugh at it. After all, you can’t spell Twitter without “wit.”
Take a look at a few recent tweets from Milani that use wit and relatable experiences to build a contagious brand personality. #becontagious
Need more inspiration? Check out the Mashable article “25 Twitter Accounts to Make You Laugh,” and send us your funny tweets! @findingzealots
Ad Age reports an increasing percentage of consumers saying social media chatter influences them the most.
And, unlike traditional media, referral is just a click away in social media. http://bit.ly/1xd6gD4
We just read a very intriguing take on how traditional touchpoints (point-of-sale) are intersecting with new ones (social media). In a recent interview in Atlantic Monthly, Pinterest co-founder Evan Sharp says, “discovery is this thing that people do all the time right now in stores, in museums, in physical space. So many of our public physical spaces are organized around a collection and they are organized to help you access and browse through that collection to find the things you find meaningful. Retail is a natural fit with Pinterest… because you’re doing on Pinterest what you do in a store.” You’re browsing. And then maybe buying.
Sharp differentiates Pinterest from Google and Facebook. Google answers questions or locates information. Facebook is all about sharing your life with your friends. He says Pinterest is “about yourself… [and] it’s about the things you want in your life, the possibilities.”
For those who view social media as a non-core marketing function, they typically see it as soft and not driving sales. As a veteran of the ad business, social media can directly drive sales – in bunches – in the right scenario. We just completed a full year as the first social media agency of record for a major client. And the results are big.
Online sales are up more than 100% year-over-year to more than $600,000. Plus, an 88% annual increase in website traffic – one of the primary goals for GRM. The sales numbers are a direct result of building total social following from 325k to more than 720k.
These results clearly blow-up the idea that social media is soft on results. In the process of being social – sharing, engaging and liking – can transform a brand’s relationship with its zealots. And drive hard business results.
GRM has been selected as the social media agency for a significant venture. We’re not officially supposed to announce the client, so read this link from the Atlanta Business Chronicle
for some clues.
Georgia is a high-growth state. Atlanta is the #2 metro area in the nation for sales of electric vehicles (EVs). GRM has been tasked to build advocacy for EVs, influence further trial of EVs, and promote charging stations that will be placed throughout the state. This is a major initiative of our client and fairly ground-breaking, both in their category and in the significant role social media is to play. Any EV drivers out there?
According to a report by San Mateo, California-based Altimeter Group, only 30% of brands surveyed consider themselves to be “effective” or “extremely effective” at measuring the impact that their social media strategies have on the revenue that their companies bring in. Fifty-six percent of marketers claimed that their biggest hurdle is the inability to tie social media to business outcomes. Thirty-nine percent cited a lack of analytics expertise or resources, and 38% cited poor social media tools. Moreover, 84% of survey respondents reported that the primary business impact of social media isn’t revenue generation, but rather insights that help them improve the customer experience.
We respectfully disagree. Social ‘followers’ have a tangible value. Social can generate sales. Social, like no other media, encourages referral that brings in new prospects and customers. The measures are there.
Currently, social media typically runs in the 8 – 12% range of major marketer budgets. However, CMOSurvey forecasts that percentage to increase to more than 21% of total budgets in the next 5 years. While social is their choice for most ‘engaging media,’ CMOs also report social is poorly integrated into the overall marketing effort. GRM’s approach is to apply fundamentals of target research and brand content development to solve this dilemma.