SocialMediaExaminer.com Launches – New Free Social Media Magazine for Businesses
A couple of years ago, I started feeling some serious "peer" pressure.
"You have to start a blog," they said. So I reluctantly did.
Next, "You need to be on Twitter!" they continued to pester. So, I did that, without even knowing what Twitter was at the time.
And then, "You should start a LinkedIn group." Again, done.
And what now? I’m one of "them" – a social media convert telling all my colleagues and friends that they NEED to be using these tools.
I’m not the only one. 75% of marketers plan to increase social media use in 2010 (eMarketer)
The world’s leading social media experts – on one site
Honestly, it pays off. Probably two-thirds of my website and blog traffic comes directly from social media. I also learn a ton from those I’m connected to on sites like Twitter and LinkedIn.
So when Michael Stelzner asked if I would contribute to a brand-new, free online magazine about social media, I didn’t hesitate for a second.
Launching TODAY, Social Media Examiner is designed to help businesses discover how to best use social media tools like Facebook, Twitter and LinkedIn to find leads, increase sales and generate more brand awareness.
Some of the biggest names in social media will weigh in, such as Mari Smith, Denise Wakeman, blogging expert and co-author of ProBlogger Chris Garrett, and Jason Falls, who has crafted social media campaigns for top corporations.
My part? In-depth case studies about how businesses use social media.
Live video Q&A – today
Today, the site kicks off with live Q&A sessions:
- 7 am Pacific: Chris Garrett
- 9 am Pacific: Denise Wakeman
- 11 am Pacific: Mari Smith
- 1 pm Pacific: Jason Falls
Fresh content this week
Here’s a sampling of the content launching just today, with more coming later this week.
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Video: Mike Stelzner interviews Coach Deb at SocialMediaExaminer studios
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Top 10 Easy Steps to Starting a Business Blog – Denise Wakeman
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Social Media Marketing Lowers Acquisition Costs 39 Percent for TakeLessons.com – Casey Hibbard
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How to Create Headlines That Go Viral With Social Media – Chris Garrett
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The Power of the Retweet: An Interview With Dan Zarrella – Mike Stelzner
Check it out. Personally, I’m excited to learn more about social media.
You Might Be Cut out for Case Study Writing if…
About 10 years ago, I wrote my first customer case study - and it was love at first write.
I found case study writing perfectly suited to my background, skills and interests.
But I know not everyone loves this type of copywriting as much as I do.
If you can relish the great aspects and don't mind a few drawbacks, you just might be cut out for case study writing:
You like journalism-style writing/storytelling
Do you get energized about writing compelling stories? Customer case studies and success stories follow journalism style more than just about any other style of copywriting (except article writing).
That means written without a lot of spin or corporate speak, with an emphasis on customer quotes. It's about recounting true experiences in truly interesting ways.
You have a knack for interviewing
Every customer story requires at least one to two interviews, if not more. You interview internal folks for background and then customers to collect details of their experiences.
The best case study writers know how to ask questions that elicit the desired response, and can respond dynamically during interviews with follow-up questions that go deeper - all while making interview subjects feel at ease.
You enjoy working mostly virtually
Whether you freelance or work for a company, you'll be working virtually much of the time. Even if your client or company is local to you, chances are, their customers are not.
You'll need to be on the phone for much of the information gathering.
You can deal with project delays
Customer case studies aren't like other projects - because they involve customers. With a brochure, white paper or web copy, a company can start whenever they are ready.
Getting case studies done depends on customers' availability and responsiveness, and that can take a while! So, they don't necessarily happen when you expect or want them to. Sometimes you have to wait...
You aren't afraid to write about technology
Customer stories are becoming more and more mainstream. Companies outside the technology industry are adding them to their marketing.
But much of the work is still for technology product and service providers. You don't always need to understand HOW a product works, but you do need to understand the benefits of technology products (a big difference).
You have a working environment without noise or interruptions
This one can be tough, I know. I'm home-based and have a big German shepherd that likes to let me know when any postal/UPS carrier, neighbor or squirrel passes by.
BUT when I'm on a call with clients or their customers, she's outside or tucked away. My clients know that I'm interacting by phone, conducting and recording interviews, and expect nothing less than a quiet, professional environment.
Their customers often assume I'm in the company's offices. When I'm on a call with customers, I know I need to get the information without interruption because it can be hard to reach the customer again.
That's my list.
Case study writers out there, speak up. What would you add?
Small Business Buyers Want Case Studies Too!
Last week, I got all excited about survey results indicating that customer case studies are increasingly valuable in B2B technology buys.
There's yet more to talk about when it comes to how case studies are consumed.
The second annual Eccolo Media B2B Technology Collateral Survey also segmented buyer behavior by type of company. Here' what they said:
"Once again, decision makers from larger firms were dramatically more likely to have consumed case studies (82 percent) than decision makers from smaller companies (59 percent)."
Why is this?
Here's my theory...
Case studies are NOT necessarily more valuable to larger companies. Rather, they probably are presented with case studies more often than smaller companies are.
Think about it. Most vendors go after big companies, and if you're going after a big company, you probably are prepared with customer case studies to show as examples.
Perhaps smaller vendors, going after smaller companies, have not built their databanks of case studies and success stories.
It's just my experience from working with all types of companies. Small companies often don't have the resources to create cases. But those that do may stand out.
The takeaway:
- Larger firms likely expect to see case studies, so be prepared.
- Your competition may not be presenting customer case studies to potential customers, so vendors that do may have an edge.
What are your thoughts on these Eccolo stats?
Awesome How-to – Customer Testimonial Videos
Dianna Huff's B2B Marcom Writer Blog features an impressive example of customer testimonial videos by Waters Corporation - from how they collected them to usage. Read the full story here.
What stands out for me:
- They made the videos about the customers more than the vendor
- To be efficient, they went to where their customers are - an event
- They planned months in advance and got interview questions approved by customers
- The videos were unscripted. Customers responded to questions authentically.
Check it out, and have a great weekend!
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