What is Social Marketing?

It seems like only a few years ago that Facebook was for college students only. Those that were envious of said college students joined the MySpace movement, customizing their ridiculously flashy profiles, taking quizzes, getting overwhelmed with jealousy when they lost rank in the “top friends” ranking. YouTube was for homemade videos, hilarious commercials, verging on PG13 – making every teenager feel rebellious for creating an account.

Social Media five years ago wasn’t only nonexistent, but something laughable.

The music industry, in my opinion, started Social Media. Partnering with MySpace, and becoming the first to give people a reason, outside of social acceptance, to join a social website. It was Facebook’s turn to get jealous. It was Facebook’s turn to realize that by singling out the college-only crowd, that they were missing out on an opportunity that could make their idea boom.

In less than five years, MySpace has become nearly extinct, saved only by their music industry pages. Facebook has been opened up to anyone with an email address, and an ability to create an account (and let’s face it, if you can pretend to farm, you’re in!). It’s consumed the internet, this book of the face, reaching every country, every person over the age of 12, and connecting to over 500 million people. It out-traffic’d Google, the biggest beast on the web, last month. It’s getting movies made about it. It’s in conversations. It’s being installed in GM products as of next year, in a partnership with OnStar. Facebook, my friends, is a beast.

It’s moved from a popularity contest, to an opportunity for any person. It’s a way to tout your writings, music ability, and creativity. It’s given you the ability to play online games in a fairly safe atmosphere, connecting with people around the globe through virtual farming and gambling, without the risk of flashy virus-filled sites. And most recently, it has given businesses a marketing channel. A revenue stream. The ability to extend their reach, by giving people the chance to share their favorite brands with all their friends in one easy click.

Twitter was soon created, 2009ish, to be almost exact. It shocked the PR waves on the internet with the amount of growth (400% month over month in the first six months?!) it saw. It’s now one of the most convenient platforms to update your Facebook page, text your friends, and show off your brilliance to future job prospects, all in 140 characters or less.

The power of Social Marketing has only begun to shake people. It’s a beast that is far from done with us. Gone are the days of catalog marketing, and slowly, email marketing is beginning to be swallowed. By being the most convenient way to gain more customers, increase popularity, and maybe even make money…by only two-three posts per day on one Social Media stream, other marketing channels are quickly getting left behind. And if you’re not joining, so are you.

As a brand, should you choose to not participate in Social Media, you are risking failure. People are out there talking about you, searching for you, and preparing to work FOR you. What’s to risk that isn’t already happening without your control?

What is Social Marketing? You are.

-Nomz

Job-Hunting Advice

I manage the Web Marketing Department for Sierra Trading Post. As of this posting I am 28 (almost 29) years old. I feel like I am relatively young and maybe not the person to give advice on job hunting. But I have been part of the hiring process for quite a few positions now. I've read a TON of resumes and been on the Employer side of the interview table quite a few times. A recent opening inspired me to write this as both a rant and a way to help job-seekers get that dream position.

RULE 1: Your Resume Shouldn't Suck
I have gotten over 50 resumes in 2 weeks for a single position in a town of only 75,000 people. The most obvious mistake is the one that I see the most: don't send me a crap. If you apply through a website, make sure to attach your resume and cover letter. I won't read the poorly formatted garbage they send in plaintext. I don't really care how you format your resume or even how many pages it is, just make it organized and easy to read.

Don't over-design your resume (unless maybe you're a graphic designer or something). If your resume is too creative you must be compensating for something. Remember that readability is key.

This should go without saying but at least 10% of the resumes I get screw up grammar and spelling. Spell check doesn't cut it. Read your stupid resume and then make someone with a decent grasp of the English language read it too. If you say you have excellent communication skills and have grammar and spelling errors I am not going to believe you. Same goes for claiming your detail oriented and having a poorly organized resume with missing information.

Include some references. I only really call references of candidates that are on the fence or if two candidates are really tied. But even without a call the type and quality of your references says some things about you. Especially if your references include your supervisor of recent jobs. The fact that you aren't scared to include them means that you have confidence in past work-ethic.

RULE 2: Write a Cover Letter
People don't understand how valuable a cover letter is. I don't want someone who's applying for a job. I want someone who's applying for THIS job. I don't care if you're my best friend. Write a cover letter that's at least marginally targeted at this position.

Your resume is a list of facts. I can make a few assumptions about your interests from those facts but the cover letter is what shows me how awesome you are going to be as an employee. It also gives you a chance to explain important things about your resume. I frequently read the cover letter first and it sets the mood for your resume. Explain but don't make excuses.

Sierra Trading Post is based in Cheyenne, WY. This is where I expect candidates to work. For some positions we might consider relocating a candidate but it's usually not in the budget. If you are applying from further away than 40 miles you better explain your plan. Can you relocate? Are you already in the process of relocating? If you don't tell me this I probably just dumped your resume.

One of my current resume-senders appears to be highly-intelligent. They just graduated with a Biology degree. They have experience doing genetic smears and other crap that I know nothing about. Unfortunately, I see their degree and past experience and I know that this job is a stepping-stone for them until you get something in your industry. If you're passionate about what I'm hiring for, tell me in the cover letter. And tell me how your knowledge of hardcore biology is going to help me run a marketing department.

Show me enthusiasm. One of my candidates is missing a pretty important part of the skillsets on the job description. But, her cover letter was excellent. She also did some really creative personal campaigning and was really positive and enthusiastic in the interview (we'll talk about that in a bit). Yes, she has a disadvantage but she is working really hard to get this job...not just a job. That goes a long way.

RULE 3: Networking
This is more of a "life rule" than a job-specific rule: It will always be about who you know so be nice. Several years ago I worked out at a local gym. There was a personal trainer there who was really nice. He gave us free advice and remembered our names. Every day I worked out I'd see him helping elderly people do PT after surgeries and such. He was a neat guy.

When this position opened up a coworker recommended a guy that coaches his kid's softball team. He said the kid just got his degree, is super smart and really nice. I asked his name. Guess who? That's right, the gym trainer. I got his application and gave him a call. He remembered me and my wife and even remembered that she was pregnant at the time and asked about our family. I was blocking out some interview time before I even read his cover letter. He'll still have to know his stuff but his attitude got him in the door.

I have hired at least one other person simply because I'd worked with them before and knew their work ethic. It didn't matter that their skills didn't entirely fit the bill. I knew they were awesome to work with and would learn really fast (incidentally they have worked out really well).

Be nice.

RULE 4: Rock the Interview
I'd say "don't be nervous" but I'm usually a little nervous myself. And I'm on the employer side of the table. Most of you will be nervous but don't let it spoil your style. Here are a few things to keep in mind:

I want you. I invited you here because I think you have what it takes. You are one of just a few interviews that I will do out of some 50+ resumes. You're already a winner so don't be too nervous.

Do your research. You should know all about my company and have the job description practically memorized. In fact, bring along a printout of the job description if you want so you can reference how awesome you are at specific things on it. These organization skills will impress me.

Ask questions. Write some down in advance and use them to show off how organized you are as well as gather information. Here are some questions (specific to STP) that would make me think you're on top of the game:

I saw that your company was founded in 1986. When did you start doing business on the web? (This shows me that you have done some research)

What can I do between now and when you make a hiring decision to come into this position ready to rock? (This shows me that you are excited to start and want to begin learning now)

At the end of the interview: Do you have any [other] concerns about my experience or ability to do this position? (This lets me know that you aren't afraid to face your weaknesses head on. Explain how you're going to overcome what I see as a weakness)

Don't BS me. If you don't have experience or have had trouble with something at a past job, admit it. But then show me how you are going to overcome. Remember, I invited you here so I already think you may have what it takes. Just convince me.

RULE 5: Close the Deal
Follow up. Give me a call or send an email after you submit your resume and cover letter. A phone call is the best because my spam filter may have destroyed your email. It shows that you care about the position and it gives you peace of mind that I got your information. It also may make me feel guilty enough to let you know what's going on or maybe why I didn't consider you a candidate. Unlikely but possible.

Definitely follow up after the interview. Thank me and whomever else was there for our time and request that we let you know if we have any further information. Provide your contact information again (remember how big my resume pile is) and ask us to call you if we have any further questions.

Following up is not necessarily make or break but it's pretty dumb not to if you really want the job.

Summary
There is a ton of good advice online about writing cover letters, resumes, etc. There are also tons of commonly-asked interview questions. Do your research and it'll help you get in the door. But nothing compensates for lack-luster work ethic and a bad-attitude. Be nice, work hard and you'll go far.

Country Opting vs. Targeting in Bing

Here is a bit of information I just learned recently about how the Bing AdCenter works. There are big differences between opting into a market or country and targeting a market or country.

Below is a quote from the Bing representative that I currently work with on the subject of opting vs. targeting.

"There’s a big difference in ‘opting’ into a market and ‘targeting’ a market. If you ‘opt’ in" [to the Canadian] "market, your ads will show on bing.ca/msn.ca websites. Ads will show on Bing.ca/MSN.ca no matter where they access—in Russia or Canada. Of course the majority of people will be Canadians. If you ‘target’ a market, you will target users of bing.com/msn.com located in Canada (IP based). This is true for France and the UK as well."

This means that to maximize performance for relevant countries (most likely any that your company ships to) it makes the most sense to duplicate your best ad groups and opt them into those markets as well as target all available areas. If you want to check your own accounts and see the country and language that they are opted into check at the ad group level. (Shown Below)



Also note that if you are testing to see your ads on Bing.ca or Bing.fr or even Bing.co.uk they will all show as Bing.com?cc=ca,fr,gb. Once that is set you will continue to see that country's version of Bing until the cc variable is set to something else, so to get back to the US version you just have to change the cc variable to us: Bing.com?cc=us.