Jul 13, 2011

Andrea Kozek on social media, Part 2

The AME Social Media Council also talked with Andrea Kozek (see Part 1 of my report on our conversation) about trade shows, since we are looking ahead to the AME fall conference in Dallas and deciding on our approach. We know our exhibitors are doing the same thing, and maybe we have some opportunities to collaborate with them. Everyone wants to know how much it will cost and what the ROI will be. Andrea warns that it’s hard to quantify.

What do conference attendees want that social media can deliver? Social media may allow exhibitors to leverage onsite resources by talking to customers in real time, as more people use social networking apps on their phones. Live tweeting is growing.

Hashtags* are becoming extremely important. They organize Tweets about a topic. For the AME conference, it’s #AMEConf2011. If you have a hashtag search in Twitter or an app like Hootsuite, you can meet people or have a conversation online as if you were sitting at the same lunch table. Or you can arrange to sit at the same lunch table. The hashtag should be heavily promoted on the website, in brochures, in email promotion, etc., and used on all your relevant social messages.

We know that people who attend our conference are excited about their experience and place a high value on what they learn and who they meet. We want to spread the excitement through social networking to more people so they want to share the experience this year.

A conference creates a captive audience and social media is one more way to get individuals to seek you out and pay attention. Whether you’re an exhibitor, the conference organizer, or perhaps a workshop leader, Andrea suggests that the secret may be to give the social media users something that other attendees can’t get. Some possibilities?

• VIP seating at a keynote address.
• Dinner coupons at local restaurants. Check with the local business liaison to conference. Unique content available to social media users.
• An exclusive place to go like our planned Social Media Lounge. Andrea suggests requiring a code or password for entry that will be shared socially.
• Form a user group at the conference

For followers not at the conference, there might be live video clips, professionally produced or not. Questions might be relayed to speakers. You can remind people of upcoming keynote and technical sessions, and tweet inspiring ideas and tips. Sharing the experience may bring some of those people to next year’s conference.

I’m grateful to Andrea Kozek for sharing her time and experience with our council. She’s a social media maven to watch, and Brady Corp deserves kudos for devoting resources to experimenting with social media to learn how it can benefit the company. If nothing else, it should be proud of being an early leader in the social media race.

Would you like an invitation to one of our exclusive Social Media Council conference calls? Email me at Karen.m.wilhelm@gmail.com and I’ll see what I can do. No promises, however.

Brady Corp www.BradyID.com
Twitter @BradyNASocial
Facebook: Brady North America www.facebook.com/BradyNorthAmerica
Association for Manufacturing Excellence Annual Conference sponsor and exhibitor
Andrea Kozek, Social Media Manager

*Hashtag - prefixing a keyword with a # sign on Twitter in a tweet.

Jul 11, 2011

Andrea Kozek on social media at Brady North America

I started paying more attention to Brady Corp, manufacturer and distributor of many things for creating a visual workplace, when Brady answered questions I asked on the AMEConnect Facebook site. I also saw retweets* and #FFs** from BradyNASocial in Twitter. There seemed to be a real person behind the logo who made me feel good about the company, who was using the relationship-building approach to social media. Our social media efforts were getting a boost from theirs. This was someone I thought I could learn from.

I sent a Twitter direct message*** and asked if the person behind the messages might be willing to join one of our AME Social Media Council conference calls. Andrea Kozek replied that she’d be happy to. We chatted on the phone and I told her more about the council and AME; she told me more about Brady Corp and her approach to its social media. Andrea has years of experience with PR and social media in industrial companies as well as with coaching executives and celebrities.
I was right about her being someone we could learn from. [This is an example of what I call escalating a social media relationship: Follower/like, to comments, to direct message, to phone meeting, and so on… networking.]

On our call, Andrea talked about social media as a way to develop relationships with customers and potential customers, not to push promotion on them. She cites a few of her principles:

  Pursue online visibility
  Avoid “shiny objects” (because it’s hot or popular doesn’t mean it’s the right fit)
  Be selective about channels (Twitter, Facebook, etc….)
  Become a trusted business advisor to your audience

She says she’s found that people in manufacturing are somewhat slower to engage in social media. (We found that 30% of AME’s members don’t use any social sites at all.) Two obstacles for both internal users and customers are access to a computer during the day, in some companies, blocking of channels. Smart phones are changing the game, however.
What Andrea is aiming for is more people from her company representing it online, because that reflects favorably on Brady. That echoes my point that leaders in any organization should bite the bullet and get into the conversation, any conversation.
Increasing and sustaining meaningful activity also tends to increase page rankings on search engines, if that’s one of the goals you are pursuing.
Brady is now taking the temperature of the most-used and some up-and-coming social networking tools, Andrea told us, trying to see what happens. Here’s how it looks now:

·      Twitter: observe people, share a little bit of knowledge, gather opinions
·      Facebook: Fewer people join (“Like”) their Facebook page, but the number is growing. Facebook has helped employees learn about what’s going on in other parts of the company.
·      LinkedIn: Focused on people rather than companies. Collaboration with key individuals at Brady with expertise in using their products to build profiles and to understand how to use relationships to advance the company’s interests.
Andrea Kozek's 
LinkedIn profile
·      YouTube: Brady is looking for link building and information sharing. The focus is on adding value, with videos on how to do a better job with lean and solve specific problems with items Brady sells. The emphasis is on “how to” rather than selling the products.

        Flickr: Image searches on the web are growing, which is why this photo sharing site is growing as well. Brady is creating galleries showing examples of visual workplaces, something that many of us want to see and get ideas from. 

The company wants to get information on trends, competitors, or leads. To do this, a company must give people the time and ability to monitor channels to pick up on issues rapidly. 

Next post: Social media, conferences, and trade shows.

*Retweet - Prefixing someone’s message with RT to forward it to your followers to share something especially appropriate or interesting. It helps them by expanding the number of people who become aware of them.
**#FF - “Follow Friday” On Fridays, people use the #FF hashtag before a list of twitterers (@AMEConnect for example) you think are notable. Helps them and you

Jul 7, 2011

What's in a name? Success or failure

Do you call it lean, operational excellence, or continuous improvement? Does it matter?

Yes, it does. You will live with your choice for a long time, and it had better connect with your "market" positively. If you don't think about what resonates with the people you need on board, you will have already picked an uphill battle.
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