Ever wondered who are these people in the blogosphere and why should they matter to your business? Social media as a business tool continues to mature and one of the hot topics of 2010 has been identifying influencials relevant to your audience and creating relationships with them. No doubt, bloggers are among the influencials that can help your business grow. But blogger relationships aren’t like traditional marketing or advertising relationships and the latest research shows that.

Technorati’s (the blogosphere’s directory) research reveals some interesting stats very germaine to social media marketing professionals.

-Professional Bloggers are a growing group and they include corporate and independent bloggers.

-Professionals blog 10+ hours a week

-11% of Professionals say blogging is their primary income.

-33% of professional bloggers came from the mainstream media.

-24% are still employed by professional media, but blog independently.

Why should I care? This suggests that not only do professional bloggers “get” the ethics and importance associated with publishing quality material, but they also understand the nuances of making a publishing enterprise financially feasable: advertising. Meaning, they either accept advertising or they are PR friendly. Good for small businesses looking for marketing, pr or advertising opportunities, especially in niche markets.

Bloggers use Facebook and Twitter to drive traffic to their sites.

Why should I care: If your still doubting the viability of these two powerhouses to drive traffic for you, doubt no more. People are making a living off the traffic that they are receiving from these sites. The key is that bloggers who use these methods have engaged audiences, which they both attracted and keep engaged with social media. This also means that when they write something, the reach isn’t limited to the traffic on their blog, but can exponentially shared.

Bloggers spend an average of 27.3 hours per week consuming or sharing information on their tablets or smart phones.

Why should I care?: Still don’t have a site that can be accessed easily from a mobile device or tablet? Time to get with the program, influencials are accessing your site (or trying to). Turn these folks off and they aren’t likely to return or become a brand/product advocate. Especially since: 71% of bloggers only write about brands or products that they personally approve.

Almost 1/2 non-corporate professional bloggers write about brands. Almost 1/4 of them write about brands monthly.

Why should I care? I bet you understand why. Plus, bloggers, especially frequent bloggers are always looking for content. By providing them with information that is useful to their readers, you help them create content and they can help you.

1/2 of professional bloggers have been approached by a company to write about their brand or product.

Why should I care? Because the follow-up to that stat is that most bloggers feel they aren’t treated as professionally as traditional media outlets are. If you’re looking to create a blogger program, start with the relationship, respect their business and professionalism and your likely to get further.

If your wondering who really reads blogs and whether a blogger program (advertising or PR) is worth it for you, consider how consumers view blogs:

46% of consumers trust traditional media LESS than they did 5 years ago.

meanwhile…back at the ranch..

34% say that blogs are taken more seriously as sources of information.

Why should I care?: Because more people are reading. But here’s the rub: the reason people’s trust in blogs is increasing is likely because of a perceived sense of independence. Bloggers know this (see above stat about brands/products they blog about), so very few of them can be “bought” the way ad space is purchased. You’ll need to get the buy-in from the blogger before you can ask them to represent or write about your product. Simply sending them a sample probably isn’t going to cut it.

Consumers view blogs as second only as family and friends as a trusted source of info about a product or brand.

Why should I care? This kind of trust is simply the wave of the future with marketing. This is what social media marketing is all about – voices of regular people being empowered by other regular people.

Resources: To download and view the Technorati slideshow yourself click here.

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Today’s news that Google and Verizon have struck a deal that will end the internet as we know has barely made even a trickle in the Twitter-sphere. Everyone there is still talking about the demise of Google Wave. The Huffington Post, The NY Times and Fast Company have all reported on the Google-Verizon deal, but it just hasn’t gotten any traction. Smart move on Google’s part to can Wave the day before they have to refute the news of this potential partnership.

The only reason I can think that this isn’t bigger news to social media advocates, experts and aficionados is that not everyone understands the complete impact.

Why should you care about Net Neutrality. Indeed, why should I?

Here’s why. The internet has always been a highly democratic place. It doesn’t cost much to have a presence and aside from your actual internet connection its virtually the same for all of us. All things equal, my site loads as quickly as say, Google’s. Arguably, I could be getting the same amount of traffic as Google and you wouldn’t notice a single bit of difference in its performance.

That’s about to change.

If Google and Verizon strike this deal, sites unwilling (or unable) to pay for priority service will load more slowly and potentially be rendered impotent.

The reason this is such a big deal is that we are in the “Age of Content” where everyone who wants one, has a voice.  And even if you don’t have a voice, if you’re on any kind of social media campaign, your LOOKING for relevant content.

From a small business perspective, you have to ask: how will this effect my business? If you do sales on the net. It will effect you. If you blog or offer other information to drive traffic to your page, this will effect you. If you are a magazine who relies on traffic to drive advertising revenue, this will effect you. If you are a restaurant that puts special menu information on your site, it effects you.  In other words, no one is immune.

Furthermore, in the age of dying newspapers, we are all relying more and more on independent voices and sources for our news, particularly our local news. Some of the most interesting bloggers on the net today, and in particular, Hawaii, aren’t blogging because they are getting rich. They blog to share and educate, because they  think its important.  Presumably, the cost to get a speed upgrade from your ISP will be out of reach (at least initially) to everyone BUT Verizon, Google, IBM and the New York Times. The question remains as to whether the FCC will get involved? Notably, both Verizon and Google have denied that this arrangement is in the works. But it raises an important question: are we ready for increased costs on the net? Are we ready to be held hostage to  PUBLISH? Its one thing to pay for content, its another thing to pay to have your voice heard.

Ironically, perhaps this will actually be good for some social media platforms. Companies are already using Facebook as a defacto landing page for their company. Maybe companies will increase their usage of this tactic -presumably, we can add Facebook to the list of companies who can afford to pay for premium loading speed. Often, the Twitterosphere picks up on news before the media does; maybe we can accept our news in 140 characters or less.

But as a content writer, reader and sharer, I think the end of net neutrality is bad news for the democracy of the internet for social media marketers. I think its bad for small business and I think its bad for users in general. The entire essence of social media is sharing, openly and without reservation. If Google and Verizon strike this deal, then the last pantheon of “don’t be evil” has vanished along with the openness and freedom of the sharing information on the net.  Once again, information will be controlled largely by a small group.

For more information:

PC World: Net Neutrality: Are Google and Verizon Waffling?

NYTimes: Net Neutrality

Huffington Post: FCC Abondons Efforts at Net Neutrality Compromise.

FastCompany: Google, Verizon Call New York Times’s Net Neutrality Report “Quite Simply Wrong”

Inspired by Jay Boer’s 5 Ways to Add Marketing Helpfulness (which is a great article by the way) I’d like to expand on ways to use social media to increase helpfulness. Essentially, the idea is that if your business is helpful to your consumer, they will remember that next time they are in the market for the product or service you offer. I mention this very same topic in my recent interview with Tractor Beam Marketing.  I say that social media has karma and businesses aren’t really used to having to consider karma in the way they do with social media. Its a new platform and a new way of understanding. I think its particularly powerful when what is shared is not directly self-serving.

Jay’s example’s were awesome, articulate and interesting, but I wanted to add some of those tools which I recommend to my clients where we are discussing “adding value”.

I discuss adding value to the conversation with my clients often in the context of social media. Its one of the reasons I think content is so important.  I often get resistance to this topic in the form of “wow, that sounds like work.” What I remind people is that ALL relationships take work. Social Media IS a relationship. The distinctive element of social media vs. other forms of marketing is its interactive, sharing component.

Here are some ways that you can add value to the conversation via social media:

LinkedIn Groups: There are many ways to share in LinkedIn, above and beyond posting your latest blog post. Whether you decide to start group to benefit your industry or whether you participate in them vis’a vis answering questions, volunteering for managing the group (I’ve received three emails from over burdened group moderators this week as for volunteers), or by participating to create conversation you helping the community at large. Even when you start a conversation that brings dissent, you’ve been the starter of a conversation – that has value to the audience at large. Yes, you may also benefit, but only as much as others do.

Read. Alot. And Share.: Sometime’s I’m overwhelmed by the sheer volume of information that I want to read. But I try to find at least an hour a day to read. Why? Because its good to keep up. More importantly though, I know I’ll have a chance to share the info. I never share info that I haven’t personally read, because I feel like if I am passing it on, then it says something about me and my belief structure.  This allows my fans, followers and friends to sift through piles of information and get to the info that is sent to them by someone they trust. Information from a trusted source is the panacea of information overload.  I also share articles of interest with colleges via email, basecamp, Twitter, Facebook, LinkedIn Groups and social bookmarking sites like Digg, etc. I pass it on and hope they’ll do the same.

Blog: When you blog, you share. You give insight, suggestions and get the wheels spinning in others. Your giving back to your readers. Make your blog relevant to your clients, don’t make it overly self-promotional and invite engagement. Your adding value by having and regularly posting to a blog so long as you discuss topics that resonate. If your product is aimed at new Moms, blog about reusable diapers. If your an event marketing company, blog about the a recent example that you appreciated and tell why.

What other ways do you add value to the conversation through social media? How have you shared today?

10 days after the original posting, I’ve updated my open letter to reflect current efforts on behalf of BP.

Dear BP Marketing and PR team-

Its been a rough couple of weeks, hasn’t it?

Your strategic marketing plan is in the hole, giving way like an oil gusher to emergency disaster response. Suddenly, issuing press releases is burdensome and not nearly as fun as press releases about record breaking quarterly profits. And although you probably HAD a plan for how to engage the media in case of an oil spill (you DID, DIDN’T YOU?) you didn’t count on it being the worst disaster in history.

You’re a little overwhelmed. Anyone in marketing can understand. You haven’t asked my opinion and presumably, you have an entire team working on this strategy. But since I am not in the thick of it, perhaps its easier for me to identify just SOME what’s missing in the marketing and PR response. Here are 10 things I think you should start today:

Communications:

10. Start a blog on your website. Right now the information on your website is static and boring, worse yet, its not really helping your cause. There is so much MORE information about BP right now, your website is getting buried, making it harder to drive the message. While you can’t create enough content fast enough to remedy that situation entirely, you CAN start creating dynamic, real-time content. May 13th-still no interactive communication. I know you fear the comments that people will leave, but here’s the thing: people are saying it anyway. At least if they say it on your blog, you’ll get to hear what people are really saying and communicate with them.

9. Apologize. Time for it guys. Start doing it.  Its starting to feel like you don’t really think you have to apologize if you continue to promote your ongoing (if unsuccessful) efforts. You should also reassure the (broke) American public that you will use some of your monumental earnings, every last penny if need be, to clean up this mess. You’ll turn your scientific community on the challenge and invent new tools and strategies if you have to. May 13th – essentially you’ve done this, then you pulled back a little. Keep pressing this point, its an important one.

8. Don’t let us forget. Presumably, the green efforts of BP are ongoing. Now would be a good time to continue to promote those efforts, PARTICULARLY given this mess, we’d like to see that oil companies are committed to a more sustainable future. We should see specifics and the face of those efforts. Don’t bore us with statistics or generalities, give us the story. May 13-remember those “green BP” commercials? Remember how you re-did your logo to reflect the next phase in energy development? Showcase it. It might not get as much traction as the bad news, but everyone should be integrating this message.

Twitter:

As of this righting, you have 2088 followers and you are following 7 people. The world at large does not think your Twitter account is very useful and you aren’t controlling any messages. May 13th-your followers are up to 3585, and your following 33 people. You still using Twitter exclusively to send links to press releases. Your following relevant people now, but you aren’t engaging them. I could see you RT’ing the @gulfvolunteers, @USCG and the White House as a matter of discourse, relevance and information.

7. ENGAGE on Twitter Start by following members of the media AND the White House. Follow Gulf State agencies and environmental non-profits. They’ll take notice, trust me. You need to build up this account both for now and in the future. Your going to need every outlet you can get. May 13th – better. Much better. But I don’t see any recent engagement.

Monitor the conversations about BP. Use this to understand what groups are most angry. Use this to tailor your message both to them and to the media. You’d be surprised what you could learn by listening. May 13th – I can’t tell if your listening because the only thing I see are links to press releases.

Stop with the constant links to your site about the numbers of people you have there. Start telling the stories OF those people. No one cares how many people are cleaning up – it isn’t enough. You’d be better off telling the human story. May 13th – still no transparency or humanization.

Nonprofits

6. Start communicating WITH, not at, nonprofits on Twitter, on your blog. Ask them how you can help, where you are needed most. Then, get on it. Wildlife, fisherman, they need help. Offer it AND do it.  Money isn’t enough, get your people down there. When you start the conversation, you’d be surprised at how positive it could be. Show the world your doing it both on Twitter and YouTube.May 13th – better. Much better. But I don’t see any recent engagement with the nonprofits. You MAY be having those conversations, but they aren’t transparent and the world at large isn’t part of them.

5. Financial Support for nonprofits involved in clean-up. Nonprofits will be cleaning up this mess for many years, you can start a foundation today to support their efforts. The process should be simple and fast, get the money down there now. Don’t wait. Now. Your company should be sending volunteers down there too. To train nonprofits and to help train more volunteers. Get moving. May 13th – again, if this is happening, its getting buried. You’d have more notice of it if you engaged.

4. While we’re at it, I think sustainable energy job training would be a good place to start investing. Training the fisherman who are losing their livelihood to this tragedy in this new industry would be a great, grassroots way to engender support. Help them learn the industry, support their efforts to start businesses. It could be selling solar panels or building wind farms. Create opportunities for people.

YouTube:

3. Get a video production crew down there. The pictures just show a mess. We need to hear the passion in the voices of those leading the charge. We need to see Hayworth out there talking to fisherman, we need to see BP clean-up crews working. This is one situation where video, not pictures, tells the story. Start posting every single day a new video. May 13 – I still see primarily photos, with the notable exception of the underwater video of gushing oil. When you launched the idea of “capping” the leak last week, that would have been an ideal time to create a video of how it will work. Also, why is it that the AP is the only releasing any YouTube video in conjunction with the oil spill?

Events:

2. Animal clean up. Beach clean up events. Coordinate with nonprofits to hold clean up events and train volunteers. Green career fairs. Some of this may not be immediate, but planning and announcing would be a good idea. May 13-haven’t seen any of this from the BP side. Am I missing it?

1. Back to communication: stop hiding. Yep, you are going to take heat, but in all the criticism, you might find jewels of wisdom.  You’ve issued a couple of press releases, sent out 64 Twitter messages and sent Hayworth on TV. Your not being proactive. Time to get creative guys. If all this seems expensive, it is, but we know you can afford it. May 13-Transparency is key. People have come to accept it. You’ve up’d your tweets (now at 200), but what are you saying?

If you think your already doing this, then revert back to the communications strategy, and start letting us know about it.

Good luck. I hope to see great things out of BP in the next couple of years, because you owe it to the Gulf States and all of America. If you do it right, you’ll be a shining example of corporate communications. Do it wrong, and maybe a career fair might be good for you too.

Readers: any other suggestions?

Twitter. Everyone is doing it. Social media has reached the masses.

Does anyone else think its interesting that Twitter, the hottest social media network today, is generating events? Ah, events. They just won’t go away, despite the trendiness of the web.

Prediction: tomorrow’s event, event marketing and sponsorship opportunity is with “Tweet-ups” where like-minded Twitter-peeps meet up to meet each other in person.

While these “Tweet-Ups” are excited when 100 people show up, here’s the rub: its a group of like-minded connected people who share what they know with others, meaning for each of the people who you reach at a Tweet-Up, your really reaching at least another 50 – and maybe thousands. While these Tweet-ups are small and before they reach critical mass, now is the time to get involved and start sponsoring. Here’s the great thing: by their very nature, Twitter-peeps share something in common, making it a very powerful marketing tool. You can’t sponsor Twitter – but you can sponsor Twitter-ups. The NHL is already using this Twitter extension to connect its brand with fans.

When will tradeshows start hosting Tweet-ups around the country to build momentum for their events? Will brands start holding Tweet-ups for their followers that are sponsored?

I think so. Its just a matter of time. This is just one of the new bright and shiny business opportunities in the gray economy.

Here’s a couple of interesting Twitter-Up resources:

http://tweetups.org/

http://tweetups.org/

Don’t forget: when you Twitter about this, use hashtag: #tweetup

Normally I talk about sponsorships and the power of events, but I have to digress a little bit this week because of the Well’s Fargo Incentive trip debacle that will resonate within ALL aspects of events, INCLUDING marketing events and sponsorships. Now that the spotlight is on, every time there is a sponsorship, a meeting or an event, eyebrows will go up. So, if you think that because you are in the sponsorships arena, not the incentive arena this won’t effect you, guess again.

As a tax payer, I can’t help but be outraged. As a business person, was frustrated to be in the industry being used as a scapegoat for the larger problems for an industry and economic woes. After all, sponsoring and hosting events is an industry too, and it employs a lot of people.

While Well’s Fargo had no choice but to cancel their trip to Las Vegas, I wish they had just been smarter about the entire thing; there are things that they could have done to have a respectable incentive trip without being “over the top.” Besides the fact that “extravaganzas” will be déclassé for sometime to come, it really makes sense to be smarter about this now anyway. But that doesn’t mean that events have to be canceled. They have to be smarter. I know of HUNDREDS of fantastic performers and musicians who put on a fantastic show, that do not charge $500,000 to entertain. I know of THOUSANDS of unique, exciting activities in areas all over the country that charge less than $50 for people to participate in.

This will not kill the event or incentive industry. The power of events, ESPECIALLY B2b events, is undeniable and people are still attracted to them, computers and phones not withstanding, most of us prefer the company of human beings. And yes, once in awhile, we even like to get together with them to “talk shop”. But here’s the deal: there needs to be less James Taylor and more Boogie Knights. There needs to be less Dom and more Vueve. You understand what I am saying here?

Here’s a simple suggestion for all those organizations who would like to host incentive opportunities: have them around an industry tradeshow which you sponsor. Hosting clients and company leaders together has innate benefits, and throw in a little education, some inter-industry networking and you have a recipe for business success. Utilize your sponsorships to get more attendees and less signage. Furthermore, work with the tradeshow (who undoubtably has already negotiated favorable rates at area hotels) to obtain a really nice block of rooms for your VIPS. This is a win-win situation for everyone. The trade-shows will be happy to have movers and shakers at their events, and will happily work with you to bring a block of 100’s people from your company to their event. Sponsor events in conjunction with the tradeshow (can anyone say co-host with other sponsors?!) and then extend your stay a couple of days to do the “blow steam, fun activities” that are inherent in incentive trips. Don’t want to host your incentive trip around a work tradeshow? Ok – here is another idea – review your current sponsorship for hospitality opportunities and wrap some fun, incentive activities around things you are already sponsoring.

Make your marketing dollars communicate with your incentive dollars. Make your employee enhancement communicate with your incentive dollars and marketing dollars.

By all means, save some money, but don’t stop engaging with one another with the most effective tool out there, that’s insane.

While we are all at it, let’s start reaching out to our clients with new ways to do these things. Let’s get smart. Together.

I heard today that the event industry is starting to organize, what is exactly afoot I can’t say now. When it becomes official, I’ll let you know about that too.