10 things your company needs to know before joining the conversation.

1. An Introduction
To New Media
10 things
your company NEEDS
to know before
joining the conversation.
JOEL WIDMER

2. An Introduction To New Media P U BL I S H IN G I NF O RM AT I O N
First published in the United States in July 2008 and sold via
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Copyright © 2009 by Joel Widmer. All rights reserved, including the right
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3. Table of Contents
1 Defining Your Plan 6 Business Or Pleasure?
How Innovative Companies Are Using New Media Where To Draw The Line
2 Competition 7 Engaging
Competitors Checklist What To Tweet Or Talk About
3 Your Sales Cycle
Your Customized Approach 8 Listening
How To Listen Online Effectively
4 Social Media Policy
Examples Of Social Media Policies 9 Integrating New Media
Integrating Social Media Into Your Marketing Mix
5 The Learning Curve
How To Become A New Media Pro 10 New Media Etiquette
Minding Your P's And Q's

4. d e f i n i n g y o u r p l an | 4
1 Defining Your Plan
N
ew media can be an incredible business tool providing
customer insight, direct communication channels, and
the ability to measure the success of your tools closely
and accurately. As the opportunities to personally engage with
your customers grow, it can become extremely time consuming
trying to keep up if you don't have a well thought out strategy. This
tutorial will show you how social media can benefit your business
and how to prepare for the transition into this space.
Your plan will consist of 5 parts. Listening, Searching, Engaging,
Interacting, and Measuring. We will discuss these steps in detail
throughout each chapter.

5. d e f i n i n g y o u r p l an | 5
How Innovative Companies Are Using New Media
Avis: Company Blog
BMW: Facebook “Road Trip” page promoting 1 series
Coke: Music app on Joost to promote Coke & Music Artist partnerships
Dunkin Donuts: Twitter. Promoting specials and customer service.
Hyundai: Widget to promote the Hyundai Genesis
Ch. 1 Takeaway Tips Turbo Tax: Ratings and Reviews from customers
1
You need to decide why
you want to use new It's crucial to view your media presence from the customers point of
media for your company view and try to find the value in it. If you media presence does not
2 clearly benefit the customer, you'll know it right away from two
What part of your business
could benefit from the use
of new media? Don't limit
indications. First, no one will be interested in your company and what
yourself. they are doing, no matter how great you think it is. You won't have a
3
What's in it for you following. Second, you may have a following and decide to change
customer? Make sure they your value proposition to benefit your company. These plans often
clearly see the value in
your media presence online. backfire in the company's face and generate bad feedback on your
company all over the web.

6. competition | 6
2 Competition
W
hen was the last time you took a good look at your
competitors marketing strategy? What types of new
media are they engaging in? From podcasts to social
networks to video, businesses are combining and testing all forms
of new media to see what works. Not only should you check out
what your competitors are doing but find out what is working for
them. By spending a little time studying their strategies, you'll soon
gain a customers perspective on their business. Below is a short
list of what to look for.
It's crucial to look at your media presence from the
customers point of view and try to find the value in it. If you media
presence does not clearly benefit the customer, you will know it
right away from two indications. First, no one will be interested in
your company and what they are doing, no matter how great you
think it is. You won't have a following. Second, you may have a
following and decide to change your value proposition to benefit
your company. These plans often backfire in the company's face
and generate bad feedback on your company all over the web.

7. competition | 7
Competitors Checklist
Google your competitors. Where are they in the search rankings?
Do they have a presence on the web other than their website? (i.e. facebook,
twitter, blog...?) How does it come across to you?
What are their customers saying about them on sites like Yelp and City Search
What opportunities are their to improve on their online presence that your
company could be doing?
How far along are they in their new media efforts? Did they just start or are they
pioneers?
Ch. 2 Takeaway Tips Is your competition or their customers talking about you?
1
Google your competitors
and find out what kinds
of new media they are
incorporating. Don't worry about being the first business in your space to
incorporate new media. In fact, the more businesses in your space,
2
Look at their online
presence from a customers the better. Learn from the pioneers and improve on their mistakes.
perspecticve. How do they Social media is still in its infant stages being first doesn't mean best
look?
anymore. Google didn't want everyone to use their site right away.
3
Don't worry if your
competition is in your
They see it as the longer people wait to try Google the better it will
space online. Improve on be.
what they're doing.

8. your sales cycle | 8
3 Your Sales Cycle
D
epending on what your product offering, the approach
your company approaches to new media will differ across
industries. There are several factors to consider when
looking at the best approach for your company. The important
thing to remember and it's worth repeating, is that people don't
like to be sold, but they LOVE to buy. That is the main reason why
“advertising” fails miserably through new media channels.
Advertising is a one way conversation. I'm going to update that
saying and add; people don't just want to buy either, they want to
be courted through the buying process. Below are a few questions
on how to approach new media with your products/services.

9. your sales cycle | 9
Your Customized Approach
How frequently do your customers purchase your products/services?
How complex is the sales cycle of your offering?
What is your customer turnover rate?
If you do have returning clients, is it a customer base you'd feel comfortable
reaching out to via email?
If your sales cycle is extremely complex and you are offering a high
involvement product, your new media strategy may be to generate
Ch. 3 Takeaway Tips interest and make physical contact with your prospect as soon as
possible. On the flip-side, if your selling paper plates, you may be
1
Evaluate your sales
process and look where able to court your client through the whole process over the internet.
in the sales cycle new
media may fit.
However, it's all useless unless you gain your customers
permission to interact with them.
2
How does the level of
involvement of your
product affect how you sell
it online and offline?
3
Look at each part of the
sale and find how new
media may be able add
value to it.

10. social media policy | 10
4 Social Media Policy
B
efore your company starts engaging in social media, make
sure you set up a social media policy. All employees
participating in social media need to be familiar with the
appropriate rules of engagement. Microsofts channel 9 is a great
resource to start with.
Depending on your company, you may question as to whether a
formal social media policy is really necessary. If your company
culture is more relaxed, it may be fitting to have a two line policy
like Jamie Kelly, whose policy reads: “1. If you’re using an account
for work purposes, identify yourself as an employee of The
Gazette 2. If posting something would embarass you or the
company, or call your professional reputation into question, DON’T
POST IT.” If you feel your company needs a policy that is
thoroughly outlined, refer to the links below.

11. s o c i a l m e d i a p o l i c y | 11
Examples Of Social Media Policies
IBM Social Computing Guidelines
HP Blogging Code of Conduct
Greteman Group (Advertising Agency) Social Media Policy
Ciscos Internet Posting Policy
Ch. 4 Takeaway Tips
1
First decide whether you
want a social media
policy.
Traditionalists enjoy traditional advertising mediums because they
2
How stringent do you want
it to be? Don't be afraid to
had complete control of the content. Social media is just the
use other company's as an opposite, and the lack of control scares a lot of companies into
example.
completely restricting social media. Ask your employees to be a part
3 of the writing process. By giving them ownership in the document,
Try including you team
members into the creation
process. This will give you they'll take it much more seriously than another handout.
good insight into their views on
new meida.

12. the learning curve | 12
5 The Learning Curve
T
he reason why we refer to online networks as “new media”
as opposed to “social media” is because they are always
evolving. When T.V. First came out, it was the new media
for the radio listeners. When the internet became popular, web 1.0
(i.e. websites etc..) became the new media . Social media is
another form of new media and who knows what will come next!
The point is, even social media is still in its infant stages and
because of how fast it is able to spread, it will evolve and change
even faster.

13. the learning curve | 13
How To Become A New Media Pro
Recognize there is no way around it. Learning new media is going to take some
of your time and concentration.
Thoroughly fill out your online profiles. Fill them with pictures and content.
(more on that later.)
NOBODY knows what to write or post or share when they first start. That's what
the first 4 points where for. Now that you have that, you need action. Start
posting even if it's not perfect. Never wait for perfect.
Set goals for yourself. It's not going to feel natural keeping up your new media
Ch. 5 Takeaway Tips at first. Tell yourself you'll commit to 20 minutes of new media time a day. Go
1
Social media is the new from there.
media. It's still young but
eventually it'll be taken
over by a newer media. Interact with others. After all that's what this is all about. Coming up with original
content is only half the battle. Don't worry if you don't have new things to post
2
Commit time everyday to
learning new media. Set
all the time. Your customers will be flattered that you are taking a genuine
goals. Stick to them! interest in them by responding and interacting with them.
3
Participating is more
important than generating Commit the energy to effectively learn these tools and give
new content. Interact with
them the time they deserve to make it worth your while. Building a
your community. ...even if it's only
3 people. community doesn't happen overnight (for most people) Try giving it
at least 6 months and stick with it consistently.

14. b u s i n e s s o r p l e a s u r e? | 1 4
6 Business Or Pleasure?
S
hould you mix your business and personal life on social
networks? The short answer is yes. People are sharing
their lives on social networks. They are talking about
upcoming concerts, birthdays, and vacations. If your a seasoned
world traveller, don't hesitate to offer tips to the newbie in your
network travelling overseas for the first time. By doing this you'll
build trust and relationships. Also, give others a chance to connect
with you by posing questions when you don't know something. Its
a great feeling to help someone. You have a unique opportunity to
connect with people on so many different levels. To restrict
yourself to business would be utilizing less than half of the
potential new media provides.

15. b u s i n e s s o r p l e a s u r e? | 1 5
Where To Draw The Line
Don't use new media to blatantly advertise your business. (talking AT your
customers)
Don't get stuck apologizing to your customers. (i.e. Yes, Mrs Jones, we are so
sorry about your customer service, it won't happen again...)
Don't let Facebook time replace face time. No matter how great new media
becomes, it will never replace the value that meeting face to face brings.
Maintain the same level of composure on social networking sites as you would
Ch. 6 Takeaway Tips meeting in person. Don't use slang or symbols when writing back and forth.
1
No matter what the nay-
sayers say, it's OK to mix
business and personal
lives on your social networks.
Even though I'm encouraging the combination of your business and
personal life, don't overlook the fact that it requires delicacy. Just like
2
If your a newbie, it's gonna
take a little time to learn the your mother told you, be careful who your friends are. If your crazy
basics. friends are posting pictures and obscenities all over your profile,
3
Social networks will never consider yourself guilty by association. Bottom line: Use your best
replace face-to-face
interaction. But they are
discretion. Always.
meant to compliment it. Use them
for the latter.

16. engaging | 16
7 Engaging
O
ne of the first things people ask me after they set up their
twitter and blog accounts is, "What do I talk about?" If
you tweeting or blogging on behalf of your company, I
think a better question would be, What do your customers want?
Before deciding on your content, take time to ponder the medium.
Do your customers enjoy reading? Do they love watching videos
on Youtube? Are they podcast subscribers? Or do they like their
information quick on something like a presentation? Deciding what
medium will have an impact your content.
Aside from talking about your industry, brainstorm and make a list
of 5-10 other subject that interest you or you want to learn more
about. Doing this will not only help you have something to always
talk about but you'll expand your networks and horizons too.

17. engaging | 17
What To Tweet Or Talk About
Events: Your own events, interesting local events, charities, fundraisers...
Contests your company hosts to engage prospects
New Blog posts or website features ...That will ADD VALUE to your customers.
What interests you? Establish yourself as a local authority on that topic in
addition to your business field. (i.e. neighbourhood events, local sports, the
linux guy etc...)
Looking to hire? Post it on your network. You'll be surprised at the hiring
success new media networks provide.
Ch. 7 Takeaway Tips
1
What you say matters.
Even though your not
Engaging with your social community doesn't need to be all
face to face, people know business. Find out your individual customers interest and see if there
if your enjoying yourself or not. is a potential connection through them. You may find that you have a
Have fun.
love of fishing in common. By getting involved with groups and
2
Take out a sheet of paper
and list 7 things that
people that interest you, you'll be expanding your network, adding
interest you. Great! You've value, and discovering prospects in the process.
already expanded your network
and prospects.
3
Don't let content get the
best of you. Remember to
listen more than you type.

18. listening | 18
8 Listening
T
he opportunity to get live honest and almost free feedback
is what entices many companies to social media.
Historically, there has never been a better better cheaper
way to generate so much feedback. Many companies can Google
themselves and read about their customers last interaction at their
stores. Now that you have all of this information at your fingertips,
you need to make the best use of it. How your company responds
to the responses of your customers has the potential to build an
incredible amount of value with your customers.

19. listening | 19
How To Listen Online Effectively
REMEMBER people are always going to find things to complain about. And
they choose to voice their complaints much more than their satisfactions.
Also remember: Every complaint is an opportunity.
If you receive the same negative feedback from several people, take it seriously
and make a change.
If you are receiving nothing but positive feedback from customers, don't make
the mistake of settling. Take the opportunity to ask what they would like to see.
Ch. 8 Takeaway Tips
Give feedback to others too! Don't hog all the feedback. Give advice to others
1
Yes, people are probably
already talking about who are just starting in a field that you may know more about. They'll be
you. It's your job to join thankful.
them and introduce yourself.
2
Don't forget to give others
constructive feedback. This
is agreat way to build
Be a proactive listener. Look at each response as a chance to make
value. a positive change. Also be warned. Your company needs to be ready
3
Brutal feedback hurts for brutal honest feedback. Your unhappy customers are going to say
sometimes. Especially whatever they want. That being said, the feedback may be free but
when you know it's true. If
a majority of your customers are the execution is where your opportunities lie.
unhappy... LISTEN to them!

20. i n t e g r a t i n g n e w m e d ia | 2 0
9 Integrating New Media
W
hen integrating social media into your marketing mix,
be careful not to let it drown your your traditional
marketing. Instead find ways to cross-promote each of
your marketing mediums. For example, if television is an effective
marketing medium for your company, use it to drive people to your
website, or social networks where you can engage them. Use
each aspect of your marketing mix to compensate for the
weaknesses of the others. In the above example, television's
weakness is that it's a one way conversation. But by driving people
to your social networks, you are able to engage them in a two way
conversation that will build trust and hopefully lead them to
purchasing your offering.

21. i n t e g r a t i n g n e w m e d ia | 2 1
Integrating Social Media Into Your Marketing Mix
Include a call to action for the social web in your emails.
Have links to your social networks on your business cards, signs, email
signatures and other traditional marketing mediums.
Your website's landing page should have prominent links to company's social
networks.
Don't spend too much time on this. Let someone else. Hire an outside
marketing company that has the advantage of looking from a customers
perspective.
Ch. 9 Takeaway Tips
1
Make sure your
marketing messages and
It's very rare to find a consumer who only watches t.v. or only reads
identity are consistent
from new media into your store. blogs. Most consumers today hop from medium to medium. Ensure
2
Hire an outside marketing that your prospects receive multiple touches across multiple
firm to do the above. Thank mediums. The trick is to cross-promote each medium to direct them.
me later.
Never leave a medium as a dead end.
3
Make it unmistakingly clear
to your employees, the
message and values of
your company. Afteral they are the
face of it.

22. new media etiquette | 22
10 New Media Etiquette
T
he answer is yes. There is a set of unwritten etiquette rules
for this new media space and yes you'll get burned if you
don't know them. Beyond the obvious, there are always a
few that people miss. I'm not going to dive too deeply into them
here though. Let's get acquainted with a few of the basics and dig
deeper later.

23. new media etiquette | 23
Minding Your P's And Q's
Give more than you receive
Before posting anything, always ask yourself, Am I adding value?
Take the time to build quality relationships. It's tempting to be swooned by the
number of followers game, but it won't pan out.
Know where the line is between asking for feedback, commenting and being
annoying is.
Ch. 10 Takeaway Tips Listen before you speak. Yep it goes for all media
1
Don't embarrass
yourself. Take the time to Be accountable for your actions. If you mess up, it will spread fast. Real fast.
learn new media But if you own up to it, people will be much more forgiving.
etiquette.
2
Always be generaous with Don't invite people out of the blue. Friend for a reason.
your advice, ideas, and
helpfulness.
3
Make sure when you post
to social networks, it has Every social media site has it's own rules specific to it. But these
clear value for those on the basics are timeless. Master these and you'll be off to a great start!
receiving end.