Sunday, January 19, 2020

What is Social Media Management?

To some, Social Media Management and Social Media Advertising are the same thing.  While certainly Social Media Advertising (SMA) plays a big part in Social Media Management, it is only a part.

With SMA you need an agency that has the Advertising Skills such as Creativity, Artistry, Content Authoring, Social Media Advertising Knowledge and track record.

When you want to manage your Social Media you are talking about additional skills and expertise such as Brand Strategy, Market Analysis, Handling Communications inbound and outbound, plus all the advice centered on the right social media platform for your business as you can see below.

Which Social Media Platform is chosen by matching the Strengths, Weaknesses, Opportunities and Threats (SWOT) each platform means to your business.

  • Who is your audience? If your business is primarily B2B then LinkedIn is your best bet as it is all business. If your product or service is consumer oriented, then Facebook is likely your best bet.  If your business is more about visual appeal or conceptual or some other aspect, one of the others might be best for you.  A good Social Media Management Outsourcing partner will know what is best for your Business. 
  • How can you reach your target audience?  Posting to Facebook and Buying Ads (Boosting) may work very effectively for consumer products where a few Dollars can reach tens of thousands.  But other products and services may be better to Google Ads, LinkedIn Ads, Blog and VLog posts may work better.  Some may get by with just one channel, but more likely you need multiple channels to improve your Search Engine Optimization (SEO) and reach.  Syndication of content across multiple channels will cost more but the reach is greater and the SEO is multiplied.
  • What are your Goals?  If you simply want to increase sales, you can pick one or two channels that fit best and focus on those.  If you are looking for brand awareness than you might want to consider syndication across all channels.  If you are not sure what your goal is, then a consultant on Social Media Management can help you.

Thursday, January 16, 2020

The 5 whys for Business process Outsourcing

Business process outsourcing (BPO) is the practice of contracting a specific work process or processesto an external service provider. The services can include payroll, accounting, telemarketing, data recording, social media marketing, customer support, and more.

Why do most companies that use BPO do it to cut costs? As with most corporations cost-cutting while maintaining or improving productivity is the driving force.  Some business processes are simply not in some corporation’s core competency so they can outsource to a BPO company that has that core competency.  Payroll was one of the first processes outsourced and several big companies specialize in that.  

Why do some companies use BPO to stay up with technology?  Just as not having a core competency in a business process can lead to BPO, so too can changing technology.  A BPO company can usually afford to keep current on technology like hardware and software as the costs are spread across multiple client's, where a small company must amortize technology over a longer term.  New technology can cut costs for the BPO and pass the benefits of the new technology to their clients and perhaps that might include further cost cutting.

Why BPOs help their clients learn more and leverage that knowledge for competitive advantage?  Especially in the areas of advertising, social media management and innovation management, knowledge gained that is shared by the BPO to their clients can significantly impact corporate strategy, product and their own processes.  It is not uncommon for a BPO to outsource almost all their business processes except their core competency for all the same reasons their clients outsource to them.

Why do BPOs tend to cluster in India, the Philippines and other countries? Many factors will cause BPOs of a feather to flock together to include language competency for call centers; education level, industry focus, cost of living/wages and the tendency for skills in one core competency to be sought after by startup BPOs in the same locale.

Why should you consider BPO of one or more of your business processes?  Money is one.  How much will it cost you to hire and pay a staff with the competency that will compete with BPOs? Can you even find much less afford the top people in a field where BPOs already have significant highly skilled and experienced staff? What is the opportunity cost for not investing in your core competency instead of trying to duplicate what a BPO offers?

Let me know if you have any questions or comments.

Friday, January 10, 2020

10 Questions for a potential Social Media Management partner

Most people that now understand the advantages of outsourcing their Social Media Management which are:

  1. Cost Effective
  2. Core Competency
  3. Time saving and Timely Actions
  4. Skill Sets
  5. Knowledge Sharing
  6. Latest Technology
  7. Targeted Advertising
But this article is about how to choose a Social Media Management Partner and the 10 Questions you should ask with the weighting factor to apply to score the responses.

  1. How long have you been doing Social Media Management for your customers?  Score one point for each year in the response.
  2. How long have you been doing Social Media Management as your primary source of revenue?  Score one point for each year in the response.
  3. How many years has your leadership team, (CEO, CTO, COO, CFO) been working with Social Media overall not just in your company?  Score on point for each year for each individual.
  4. How many active paying customers do you have at the moment?  Score two points for each customer in the response.
  5. Of your current customers, how many years have they been with you?  Score three points for each year for each customer.
  6. How many of your current customers are willing to give you a reference call?  Score 2 points for each one and 5 points for each one that gives a positive reference.
  7. How many social networks are in your typical scope of services for your customers?  Score 2 points for each.
  8. How many of your customers have you creating content for them?  Score 1 point for text posts, 2 points for graphics creation, and 3 points for video creation.
  9. Do you specialize in a certain market segment such as online stores, gaming, restaurants, bars, resorts, etc.  Score one point for each and 5 points if your market segment is included.
  10. Are your packages published and your prices compete with other Social Media Management companies?  This is tricky.  Score 5 points if published prices.  Deduct 1 point of they are the lowest price competitor for no apparent reason.  Add one point if they can justify lower or high prices to your satisfaction.
Use these scores to provide a means to shortlist the potential vendors.  In the end is is more about the relationship you feel will evolve with the vendor and the references and personal contact will make all the difference.

Good Luck and let me know if I can help you make that decision.

Sunday, June 16, 2019

Women Entrepreneurs Take note

If you are a woman that has a startup at the concept stage interested in incubation to build a Minimum Viable Product, then this is for you...

Mike Oliver, Regional Partner for FasterCapital here in the Philippines.  Contact me for more details,

Monday, June 10, 2019

Hire a mechanic

So your car needs work, hire a mechanic.
Now I remember the days when I could do most work on my car, even change a water pump, alternator, starter, spark plugs, etc.  Now those days are mostly gone with computerized this or that and engine compartments so packed it takes special tools to do any work.  So auto mechanics are in high demand with specialized skills.

So it is easy to justify hiring a mechanic, specialized skills, risk of making a costly mistake, and other factors like the value of your own time.  So some light comes on and you find a mechanic to do the work, right?

So why is it that so many businesses resist outsourcing?  Isn't it the same?  You don't question outsourcing your auto repair work to a mechanic, then why do you resist outsourcing business processes that require special tools, skills, and the risk of errors, not to mention your time and the time of your staff that do not have those same skills and experience.

BPO or Business Process Outsourcing is growing for just those reasons.  Call Centers, Help Desks, Data Entry and Coding, as well as higher end processes like HR, Accounting and more.

One trend that doesn't seem to be taking off as much, is Social Media Marketing and Advertising.  I think one reason for that is that so many people are "on Facebook" and therefore think they know  what they are doing, and some do but many have no idea about the various implications or pages, posts, boosts, etc.  They may or may not know about syndication across multiple social media, or how to target ads, or how to make ads that are effective, and all those skills can be found in BPO companies that do Social Media Management, Marketing and Advertising.  

Bottom line, hire a mechanic to do your car maintenance and hire a Social Media Management BPO to do all your Social Media you will be glad you did.

Saturday, June 8, 2019

Customer Journey

As I wrote in my last blog, content-content-and-content you should be building credibility and trusted authority with your prospects.

From prospect to customer

Now you can shift your connection dialog to offline and more general approach with your blog or website or social media page.  This  is because your prospect has already been vetted as an "Ideal Client/Customer" and established a bond that will allow you to share more.

Keep in mind that you need to be sensitive and responsive to that connection, but after gaining their trust you can share more and more varied content.

Hopefully that new trusted connection will also appreciate more content marketing materials, especially if it isn't a hard sell, but more informational, market driven, solutions driven content.

Now you are entering the prospect to customer journey.  First you establish the trust,  then go to awareness of your product or service as it fits in the market and solution realm.

Then you direct or aide in search with SEO so when your prospect searches for keywords/phrases related to his problem or need, your product or service will show in the first page.  More on this is future blogs.

If they search and find you and your competitors they will study the features, benefits, and costs and if you have done your market research right, you will begin to shine.

Right after Study they will  read reviews or check references and if those are glowing, they begin the final stage of budget, (aka Risk) and make the purchase decision.

Anyplace along this journey they may ask you questions that may give you additional info on what they are looking for and why and give you an opportunity to provide additional more focused content to assist them along the journey.

Keep your role as trusted adviser, assistant buyer or trusted domain expert and you have a far greater chance at closing a sale.

Thursday, June 6, 2019

Content, content and content

As I said in my last Blog Engage and Build you need to start helping your new connection by sharing meaningful, timely and pertinent content that will allow you to become a resource they count on for credibility, trust and authority.

Content is king
You need to seek their opinion on anything you share with them so you can do a better job giving them what they need.  This will build the "Trusted Authority" on a subject of interest to them.  That will lead to opportunities to make your case and add them as your client/customer.

If you help them solve a problem or fill a need, they will be comfortable coming back to you for help in other things and if you chose that connection because they may be an Ideal Client/Customer that means you get the first shot at solving problems that benefit you both.

The content you share can be links to articles (Curated) with comments, Videos, articles you write, blog posts or anything of value to your connection.  Your success depends on the quality and appropriateness of the content you share. 

Obviously original content does more to build your authority on a subject, be wary of plagiarism or trying to make an article someone else wrote be your own.  It's one thing to take knowledge you gained through reading and write your own article but copy and paste is not advisable, ever.  Remember if the topic is relevant, the connection may have already found and read that same article and if so he will see it in your article and you lose all credibility.

Keep it personal and pertinent to your ideal client/customer and you will do fine, even if you miss the target on a share, don't give up, your new connection will appreciate the thought and the effort.