Guerrilla Social Media Marketing Secret – Commitment
I have been asked by a number of people what the difference is between most brands and a brand that employs guerrilla social media strategies. Today I thought I would share an excerpt from my upcoming book that answers that question.
An excerpt from “Guerrilla Social Media Marketing” by Shane Gibson and Jay Conrad Levinson:
What is an authentic guerrilla brand?
- It makes promises and statements that can be backed up today, tomorrow and indefinitely.
- It is customer-focused and sells and markets to the customer what they need and want.
- It is consistent, 24 hours a day, 365 days a year, in any geography or language.
- It doesn’t take shortcuts for short-term gain; the guerrilla brand builds customers for life.
- It is, however, fallible; all brands have imperfections and weaknesses, and a guerrilla brand does not shovel these things under the rug. It takes feedback and improves the customer experience.
- It is accessible. No executives are in an ivory tower; no labyrinths have been built to keep out the unhappy customer.
- It is focused on a distinct area of true competency and expertise, and that is why people gravitate to the guerrilla brand.
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A common question I get from business to business focused marketers and sales professionals is: “Does social media marketing and social networking really work in the B2B space?”
I posed this same question to Jeff Booth CEO of Builddirect.com and here was the answer he gave me:
“Social media is not really about B2C or B2B it’s about P2P or person-to-person communications and adding value.” – Jeff Booth CEO Builddirect.com (the worlds largest online wholesaler of building supplies.)
The reality is that the majority of decision makers or their direct influencers use the web to find information on a vendor and the individual employees they are dealing with. I have compiled a short list of resources and blogs that you may find useful in deciding is social media marketing will work for your organization.
Here are some statistics and quotes regarding social media in the commercial space:
…69% of B2B buyers use social networks “primarily for business networking and development.” (About.com)
…Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009)
Social media is not a separate silo or discipline, in fact, companies in the Business-to-Business space like Builddirect.com, Oracle, SAP, Intel, Accenture, GE, and Siemens have found that is most effective when integrated with existing sales and marketing processes. They also have found it has given them a significant advantage over their less socially engaged competitors. (An entire engagement study can be found at http://engagementdb.com )
B2B Social Media Reading and Resources:
- Video: “Vital Statistics for B2B Marketers”: http://www.youtube.com/watch?v=nXQdy-22TXM“
- 20 Support Cases for Using Social Media in B2B Marketing” http://www.savvyb2bmarketing.com/blog/entry/122161/20-support-cases-for-using-social-media-in-b2b-marketing
- “A fascinating B2B Social Media Success Story” http://businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b-social-media-success
- “5 B2B Social Media Success Stories” http://blog.marketo.com/blog/2010/05/b2b-social-media-success.html
- “30 B2B Social Media Resources” http://blog.hubspot.com/blog/tabid/6307/bid/6379/30-Awesome-B2B-Social-Media-Resources.aspx
- “The Definitive Case for B2B Social Media Marketing” – Fast Company http://www.fastcompany.com/1665075/the-definitive-case-for-b2b-social-media-marketing
- “7 Reasons Why Social Media is for Sales” – http://bettercloser.com/7-reasons-social-media-sales/
Since late 2009 Jay Conrad Levinson and I have been working on our new book Guerrilla Social Media Marketing. It’s the latest in the Guerrilla Marketing series of books, the top selling marketing series of books of all time (20 million copies sold). I know Jay personally and when the opportunity came up to write the book I jumped at it. It wasn’t until 1/2 way through the book did I realize the magnitude of the opportunity (and the work entailed in living up to the Guerrilla Marketing brand).
In the meantime I thought I would share the foreword written by Guy Kawasaki of Alltop.com:
How to Become a Social Media Guerrilla
I first met Jay Conrad Levinson, the father of guerrilla marketing, when I interviewed him in early 90s. I met Shane Gibson at an Olympic Hockey Tweetup in Vancouver, Canada. When Shane told me that he and Jay were working in this latest volume of the Guerrilla Marketing series about social media, he captivated my interest because the two are a match made in heaven.
Alltop owes its success to social-media guerrilla marketing. We used Twitter and Facebook to create Alltop evangelists, galvanize our supporters and critics, and generate page views and brand awareness. We also tapped community and built multiple nano-casts of content for the nano-markets that Jay and Shane talk about in this book.
The combination of the social media and guerrilla marketing enables entrepreneurs to level the playing field in their industry. Capitalizing on social media is not just about using them as tools but taking matters beyond this and making them guerrilla-marketing weapons.
Jay and Shane have crafted a comprehensive guide for the marketer, entrepreneur, or executive that is serious about profiting from social media. The challenges that people face in social media are:
• What tools to use and how to use them profitably.
• Finding and engaging profitable target markets.
• How to build community and then raving fans.
• What and how to measure ROI.
This book answers all these issues. It’s not an easy path; it will take discipline, tenacity, and creativity. For those who are willing to pay this price, Jay and Shane have provided the ultimate roadmap needed to achieve your goal.
Guy Kawasaki is a founding partner and entrepreneur-in-residence at Garage Technology Ventures. He is also the co-founder of Alltop.com, an “online magazine rack” of popular topics on the web. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.
This is another (unedited) excerpt from Guerrilla Social Media Marketing a new book by Jay Conrad Levinson and Shane Gibson set for release in September 2010.
Engagement pages are designed to capture hearts and minds, not just e-mail addresses.
Traditional internet marketers rely heavily on controlling the behavior of their visitors. This means reducing options and choices. What is commonly referred to as a squeeze page is a good example of this. Squeeze pages usually are completely void of navigation buttons or links to other pages or websites, and give the visitor one of two choices: to read the marketing copy and then make a choice to either fill in their personal information and give consent or to leave. Although this will capture a percentage of visitors who are ready, willing or able to buy or give consent right now, it also repels visitors who could have become good clients if they had only been engaged in a credible manner.
Engagement pages have some similarities to a squeeze page, in that their purpose is also to gain consent and generate subscribers. The difference is: the engagement page offers the visitor multiple options, mediums and pathways to learn more about how the guerrilla’s business can benefit and add value to the visitor’s life or business. It also provides multiple subscription options.
As a reader what are your thoughts on this? Do you use landing pages or engagement pages? What is your impression or sentiment toward organizations that funnel you into squeeze pages?