How do you define successful social media? I’m not so sure that there’s a simple definition that we’re all ready to accept quite yet. The medium is in its relative infancy — so best practices, rules and success are still a little murky.

But, there’s good news. Some companies are taking the bull by the horn — not only engaging, but generating viable results: improving customer service, increasing web traffic, strengthening product development or generating new business. I’ve noticed a flurry of case studies in the last few days from companies big and small touting social media successes. So, while there may not be a standard definition for Web 2.0 success, it’s generating positive outcomes nonetheless. These examples will help you see the potential:

• Fortune 500 series: FedEx delivers success through social media.
• Starbucks social media monitoring and community help it survive a brand attack.
• 6 Social Media Case Studies, courtesy of HubSpot, illustrates how communities can drive product innovation, improve marketing and sales, pique the media’s attention and attract customers.

Being in the Online Brand Development business, we read everything we can get our hands on about changes in the industry – and we regularly discuss everything from best practices for web design … to the incorporation of social media tools … to writing for search engine optimization. The interactive side of our agency has created a real opportunity for collaboration throughout the office – bringing the writers, account executives, designers, programmers (quite literally everyone) together to do it right. It makes for a more exciting process and provides a platform for intensely creative solutions to marketing challenges.

But real success in this ever-evolving medium can’t occur with “new tools” alone. True, you have to be ahead of the curve – but if you only look forward, you may fail to benefit from very valuable “lessons learned.” Yes, the new tools need a few old rules. The first, and most fundamental: The principles of good customer service that have been at play since the first sale was made remain at the heart of everything businesses should be doing to market themselves – online or anywhere else.

Some very successful companies know this all too well. The corporate culture behind Zappos.com and their commitment to good customer service has been widely reported and has catapulted the company from $1.6 million in revenue in 2000, $8.6 million in 2001. Last Wednesday, the company sold to Amazon.com for $850 million. In a recent BusinessWeek article titled “The Web Knows What You Want,” the writer explores how analytics companies are dissecting behavioral data to create technology that will predict what online shoppers want. The article likened this new technology to an in-store salesperson observing a customer’s body language and tone of voice so that they can better anticipate purchasing recommendations. (Interesting … new tools replicating “old rules.”) That analogy drove the very simple point home.

As the “what’s new” continues to evolve, we must remain focused on what really matters. And it begins with one of the oldest marketing tenets around: Know your customer.

More on how Costa DeVault’s take on “new tools and old rules” at the Orlando IABC meeting in November. Stay tuned to the IABC web site for more details.

Photo credit: striatic

There’s been a lot of chatter recently about companies that don’t “get” social media … or that are using it wrong … or only enter when forced by a crisis. (Dominos anyone?)

Well, don’t be mistaken. There are plenty of companies who do get it … who are using Twitter and other social media tools to engage current and potential consumers.

One example: Teleflora. Just look at this series of tweets from last week.

That simple gesture — engaging one person with one quick tweet — sets Teleflora apart. It differentiates them from all the other flower delivery services out there. Now, let’s be realistic. This won’t lead to a sale tomorrow (I don’t need to order anyone flowers), but you can bet that the next time I need to send flowers, Teleflora will be at the top of my list.

Isn’t this what social media is all about? We’ve all heard about Comcast and JetBlue. What are some other examples of under-the-radar companies engaging in social media? What are they doing that works?

We live in a time-shifted world. RSS feeds deliver news to us. DVRs allow us to watch our favorite television shows when whenever we choose. We can listen to audio programs on the go thanks to podcasts. Today’s consumers expect to have access to content when they want it … where they want it.

Businesses need to understand and adjust to this new way of living. (Don’t believe us? Failure to adapt to a time-shifted world contributed to the newspaper industry’s recent struggles.) This isn’t just an operations or management issue. PR/marketing folks need to put their “time-shifting” hats on as well.

• Customer service can’t be a 9-5 task if it really is the new PR. In a time-shifted world, people expect access to good customer service all the time – at their convenience … not yours. That means having an employee monitor and respond to the company’s Twitter account after hours, making “live chat” available even after the close of business, offering extended call center hours. These may not sound ultra-innovative — but your customers will notice, and appreciate, the extra effort.
• Press conferences don’t happen nearly as frequently as they used to; however they’re not extinct. Even so, reporters have less time to attend events — press conferences or otherwise. If you’re a PR professional, are you giving reporters the tools to get the information on their terms — or are you making their job more difficult? (And, for the record, just e-mailing a press release with a post-event photo doesn’t cut it.) Provide reporters with audio or video to incorporate into their reports. Create a Flickr page with high-res photos. Livestream events and post relevant clips online.
• How often are desk-side meetings taking place nowadays? Hardly at all – unless you have a very high-profile client or a major news story. But, that doesn’t mean you can’t get your CEO in front of the reporter. More and more interviews are happening via e-mail — even with major, national newspapers. Know why? Because the reporter can review the answers when they have time. With that in mind, why not conduct “mock interviews” and distribute the responses to targeted media? You know what questions a reporter will ask, so ask them. (But, don’t just serve up “softballs” and provide a reporter with fluffy answers. They’ll ignore you.) Go the extra step and provide the files in a format that can be viewed or listened to on an mp3 player. The idea is simple: Give them the information without requiring them to conduct a time-intensive interview.
• Much has been written about the diminishing ROI of traditional advertising. But, it’s not dead … not by a longshot. That said, advertisers need to adjust. A recent study found that 85% of respondents (~1,000 people) used their DVR to skip at least three-quarters of all commercials. If you’re producing commercials that only communicate verbally – your message isn’t being heard. Smarter commercials get the message across even while being fast forwarded. (One example: Apple’s Macbook commercials.) 

How is “time shifting” impacting your business? And, what innovative ideas can you offer to thrive in this new paradigm?

These days there is no shortage of blogs about companies who excel at SMO (social media optimization).You know who I’m talking about: Zappos … Intel …The Home Depot…these names come up again and again when discussing online reputation management. In the past week, however, the Costa DeVault team has noticed a few other blog-worthy companies that are effectively using its online presence through Twitter…and in doing so have managed to separate themselves from the pack. Here’s why.

• Whole Foods, Crisis Communication – With the recent salmonella outbreak, Whole Foods has continued to give Twitter updates about what products have been recalled and ones that are safe for consumption.
• Dunkin Donuts, Community Relations – On the Monday after the Super Bowl, Dunkin Donuts offered its condolences up to Cardinal fans by offering a free donut (along with the purchase of drink) to Phoenix-area customers.

• Springpad, Relationship Marketing – Recently Springpad contacted one of our staff via Twitter with information about a new service. The message was personalized and asked for customer feedback.
• JetBlue, Client Communication – JetBlue offers travel tips and flight information. Along with SouthWest Airlines, JetBlue is part of a newly emerging travel industry trend, according to a recent USA Today article.
• Ichiban, Client Communication – Ichiban, a local sushi restaurant, is now accepting orders via Twitter. How did owners come up with this idea? They didn’t. Ted Murphy, local Twitterati, promised he would order from them once a week if they offered the service. He spoke; Ichiban listened.
• Dell Outlet, Sales – This week, Dell announced a one-day only, Twitter exclusive 30% discount on a laptop.

Tell us what you’re doing … and we’ll follow (and possibly blog about) you.