by Justin on August 29, 2010
I’ve struggled lately coming up with blog posts. I feel like we’ve read it all before. There are so many social media blogs out there, I think it’s hard to differentiate one from the other. How many blogs just seem to regurgitate the same things about social media? Do I really need to write one more? There has to be some ways around this problem.
I understand that there is a need for us to talk about the common issues (Twitter etiquette, Foursquare marketing, Facebook pages) on here because people need to know LangfordMedia addresses these needs in the social media marketplace. However, I think social media blogs can be redundant. I don’t want this one to be just another redundancy.*
I don’t want to simply rehash a post from Mashable and call it good. I’ve tried to create a mix of talking about the major social media platforms and connecting it to something about me or my community. Such as, finding a local business that is using social media to evolve its business strategy. Perhaps a local bar is offering a Foursquare special. I think every post needs something to make it feel real and unique.
A social media blog is going to speak about Facebook, Twitter and Foursquare a lot, obviously, but there needs to be a connection to something that makes the post yours. A blog needs its own identity. I’m not necessarily saying that I’ve accomplished this goal with everything that I have written because I know that I haven’t. I will continue to strive to because we don’t want to be camouflaged in the vast land of social media.
Any thoughts on how to differentiate your blog from all the others?
*Redundancies always make me think of the British version of The Office: http://www.youtube.com/watch?v=Vigyy3hpXPk
by Justin on August 25, 2010
There is a new player in the location-based service market. GroupTabs is a startup that is being billed as a cross between Groupon and Foursquare. The idea is for a business to offer a deal if enough people check in to the location. It is currently being tested in New York City and the first deal just happened last week.
The next deal takes place Saturday.
The deal tips when ten check-ins are reached. The customer shows up to the bar and checks in using the mobile web based app. GroupTabs will only allow you to check in once you are at the venue. Users can also RSVP before hand so others can have an idea whether or not the deal has a good chance to take place. The idea is to try to get numerous people in the door at once with the hope that some of those people will be new customers.
As JP Manninen at VentureBeat writes, “The biggest problem for location-based services these days is that they are rewarding people who already frequent a certain venue.” GroupTabs aims to fix that problem by offering a business the opportunity to set a deal which a mass of people have to unlock.
This appears to be another positive step in the location-based service marketplace. I think that this has great potential and seem like it would of great use to restaurants and bars. Hopefully the testing in New York goes well enough and GroupTabs opens up in other cities soon.
by Justin on July 28, 2010
Let’s say you’re attending a social function at which you meet a lot of new people. Do you greet each person the same way? Do you actually say, “Hi, pleasure to meet you. Please be sure to check out my site” and then spout off the web address? I don’t think so. Instead of greeting someone with “hello, nice to meet you”, do you decide to share some “cute” saying that is supposed to make me think about the meaning of knowing you? I certainly hope not. Neither of these greetings will make someone want to talk to you for very long. Now let’s apply this to Twitter. It’s better known as the automated direct message.
I decide to follow you. Obviously, I have decided to follow you for a reason. Maybe you were recommended by a fellow twitterer or you just tweet about a topic of interest to me. Moments after I click the button to follow, I receive an email. I’m notified of a direct message sent from you.
So, the first response I get from you is a direct message? Why? We haven’t had any communication yet? What could you possibly need to say to me in private? Oh, you wanted to send me a link to your blog or company website. Maybe you were trying to sell something or maybe you wanted to share what you think is an intelligent quote with me. Stop.
This should not be our first communication. You should not send me a preconceived message that you send to every other twitter follower that you have. You definitely shouldn’t send me a link pushing a product or site. One of the things Twitter is supposed to be about is sharing information; not shoving it at me without me asking.
by Justin on July 8, 2010
My post last week talked about Topeka Subways new Foursquare campaign. If you aren’t familiar with how to use Foursquare to market your business, we posted a quick tutorial here. I sent an email to them inquiring about the new special and their reasoning for choosing this route. This is what Joe Russell, Chief Operations Officer of Eastern Kansas Subways, had to say:
“We started getting interested in Social Media about a year ago when we started noticing that it was getting harder to advertise in traditional ways. With most people not listening to traditional radio and fast forwarding through the commercials on T.V. it is getting harder to engage with your customers through traditional means. We hired a company at that start of the year called Brain Bucket out of Kansas City and they have helped us develop our web site www.topekasubways.com and we have started up a facebook page and a twitter account. In most of these we were behind the times as most companies had already developed these areas. However we were introduced to foursquare last month and it seemed very new and exciting. We decided to get involved and see if we can be part of something as it was just developing.”
Mr. Russell feels that they were “behind the times” in the marketing world and needed to advance beyond the “traditional means”. In order to catch up they worked up a website, even though Subway has a national chain site, to display their locally owned stores. They added a Facebook page and fired up a Twitter account which appears to be very active, which is great because a twitter account is pointless unless it interacts and becomes part of the discussion with its community. On top of all this, they leaped into the mobile social media aspect with the Foursquare specials.
Mr. Russell hit on a point that businesses need to realize if they haven’t yet. The point being the need to move beyond the traditional mediums of marketing. Social media is out there to be used. Businesses should be embracing it because it is a tool to engage and communicate with customers and potential customers. Social media is a creative outlet that needs to be tapped.
I came across this article, by Hank Wasiak, discussing this same idea and it mentions how “people” is the new marketing strategy. A people marketing strategy “involves listening to and engaging with everyone who can touch or influence current and potential customers at all stages of brand interaction.” The social media realm is vast so there are lots of discussions happening. If your business is not partaking in the discussions, most likely your competition is seizing the opportunity to do so. Social media allows a business to listen and communicate with people.
Moving beyond traditional ways of marketing is a necessary step for every business. I think Topeka Subways is a prime example of moving beyond those traditional ways and trying to interact with the community. We’ll try to keep tabs on how well this goes.
____________________________________________
Be sure to follow Justin on Twitter @JustMLang
by Justin on July 2, 2010
I go to Subway quite a bit for lunch. There are two locations near where I work in Topeka, Kansas. One, a small Subway without a full menu, is located right across the street so I frequent that one. I go there far too often. So much so that I don’t want to use Foursquare to check-in there because I think it’d be embarrassing for people to see how much I go there. I went so much in a short period of time that the workers once had my sandwich (I order the same one a lot) made for me before I walked in the door.
A few days ago I was there and I decided to check-in and, lo-and-behold, I see the “Special Here” icon on the venue. They’re offering three free cookies with your first check-in. Each Topeka (it doesn’t seem to be nationwide but I’m checking on that) Subway location is offering this deal. Not only have they added a Foursquare special but Topeka Subway is also a user adding tips to their venues. According to their twitter account, they’ll be offering Foursquare Mayor specials in the future. Which means that my massive check-in embarrassment could turn into footlong riches.
What the Topeka Subway franchises are doing is a great example of taking control of their brand and offering up specials to their customers through social media. They’ve taken control of their Foursquare venues and are communicating with customers via twitter. By the way, you should get three white chip macadamia nut cookies for your Foursquare special. They’re great.
Jacinta is the owner of 
