Engaging with customers not competitors?

I had a friend pose very interesting question yesterday: I have noticed my competitors following me and copying my social media activities (he was using Twitter, videos, blogs). What can I do to engage with my customers and prospects but not my competitors?

Here are my thoughts:

Interesting question, enough that it had me up last night thinking about it! Just last week we tried to follow one of our competitors on twitter and he blocked us! We actually felt kind of good about it since they are much larger than us so I presume he is seeing us as a threat:) So this is one option, don't let them follow you. Now of course they can still get to the information but it clearly says, "bug off dude..."

Another option is to use social media tools that are closed source. Basically a client/prospect portal/community. Depending on your customer's willingness to engage, you could create your own community rather than join the open community and hope to capture your customers there. If you can pull it off, the advantages are huge. You have control over the branded experience, you control all of the content (and I do not mean control as in force the user into what you want them to see.) I mean control who gets to see it, how they interact with it and the tools you give them to do so. Think of the technographics social ladder in the Groundswell. If your customers are creators, then add a bunch of contribution tools for them. If they are critics then create the content and give them the tools to react to it. The nice part about a 'private commiunity' is that you can simplify it by taking out the featuers that you do not need!! Ease of use = adoption.

Finally, it sounds to me like you already have your competitors beat! You are one step ahead of them, which is better than one step behind. Keep innovating and they will have a hard time catching up. 

JustAnswer.com - Ask A Question, Get An Expert Answer

Every now and then I come across an online service that gets me really excited. A month ago, it was Microsoft’s unveiling of their new SkyDrive service (providing free online data storage of up to 25 GB). Now, I’m writing about JustAnswer.com, an online service that connects inquiring laypeople with qualified “expert” respondents.

Here’s how it works:

1. You submit a question.
2. You select which “field” your question falls into from Taxes to Computers to even Pets!
3. You offer a deposit ranging from about $9 to $13. The higher your bid, the more attractive you’ve made your question. You only have to pay this amount if you are satisfied with the answer you receive.
4. Wait for an expert to reply.

Boasting over 20,000 experts, JustAnswer.com pretty much guarantees that they’ll be someone online 24/7 who can answer your question. The amount of your bid will likely determine how fast and thorough of an answer you receive.

While paying for answers isn’t for everyone, if you’re someone who needs an answer fast and just can’t seem to Google it for the life of you, JustAnswer.com may be exactly what you need.

If you’re interested, then go ahead of check out JustAnswer.com for yourself!

Trying To Find A Business (Or Just Any) Use For Twitter? [pt. 2]

Post by Guest Blogger Jason Lander of ShiftWise

In my post earlier this week I showed you how to set up a Twitter account. Now I’ll show you how it can benefit you as a hospital or staffing supplier in the healthcare staffing industry.

First, like all marketing efforts you have to think about your objective and strategy regarding how you will promote yourself or your company on Twitter. You need to also consider how you will provide some kind of value to the community.

Twitter is a social networking site that can certainly be used for business/marketing purposes. However, many people using Twitter aren’t on there for business reasons. Therefore, coming off as simply trying to promote your business without any strategy will ensure you’re treated like the guy at the party who won’t stop talking about himself.

Here are some goals/strategies you might want to consider:

• Build Brand Awareness
• Gain new customers
• Improve or expand upon your company image
• Monitor the activities of your competitors
• Measure customer satisfaction

Here are some suggested promotional ideas:

• Post linked items to articles on your website or other relevant sites
• Create surveys on how to better your business
• Share new job openings or opportunities
• Address customer complaints
• Offer discounts or rewards
• Show people how to use/benefit from your service
• Answer business related questions
• Promote company events
• Announce new product/service lines
  

Essentially, just because you heard about Twitter from your kids first doesn't mean that the fundamental rules of marketing don't apply. The most important thing to do is to listen to your followers and respond with content that is relevant, engaging and meets a need. If you do this correctly you will build relationships and gain followers. Ultimately this will result in the promotion of your business by not just you and your company, but also your followers! What better promotion is there?

The following video will show you how to get some business use (new leads, recruiting healthcare professionals, etc.) out of Twitter for your hosptial or staffing agency by making use of another application called TweetDeck. You can get similar functionality from other apps like Twhirl but I think Tweetdeck is the best.



Jason Lander is VP of Business Development for ShiftWise. For more of Jason's posts, you can visit his blog, the Staffing Robot.

4. Link the media

There are many ways to link together the web assets and leverage syndicated content. In this diagram we have connected the dots to communicate the content flow. We have also identified which assets can be updated using a mobile device. In some cases we specify the type of content being transfered. 

With this map in place, we have clear direction for technology implementation.