Quiver & Quill

Before working in marketing, I spent a lot of time in theater, particularly improv theater.
One of the first thing you learn in improv is an exercise called “yes and.”
This simple exercise has profound implications on social media.
It provides an instructional lesson for how to contribute to a conversation online and how to ad value.

Here’s an example:

Playing the “Yes, And?” Improv Game — powered by eHow.com

If you get it, add to it!

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What does the phrase “social media community” actually mean?

There are thousands of communities on many different platforms within social media, yet the single phrase persists.

Being apart of the social media community means several things to me:

Listening. To what your customers are saying about you and to see if your brand promise matches the brand experience.
Responding. There’s what you say and where you are saying it: whether it’s in a social media press release, your corporate blog, your Facebook page or bloggers’ comments.
Showing up. Attending events,  being visible in search with a social media footprint and paying attention.
Giving back. As Guy Kawasaki mentions, an important part of the social media community is helping others who cannot help you.

I recently asked my community on Twitter whether using Twitter is synonymous to being apart of the social media community. Here’s what they offered:

Robert Scoble wrote: “Do you say you are part of the telephone community cause you use a phone? So, why do that with social media? I’m just a human, not a SM’er.”

He raises an interesting point—just because someone uses a technology does not necessarily make them a part of a community. However, if the telephone were used only by 1/3 of 1% of the US population (like Twitter) and those who used it shared similar political and social ideas, and they often met up and celebrated the way they were using the telephone, I would call them a part of a community. Would you?

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Aaron Strout recently left Mzinga in an interesting way. He wrote this blog post that explained why he was leaving and reflected on his time with the company. It caught my attention, so I contacted Aaron to learn more about his background and business philosophy. The result was our robust conversation on social media marketing—how it works and why. Start by listening to minute 8:24 – 10 where Aaron discusses the criteria for social media marketing and suggests how to tie it into your business goals.

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I recently ate breakfast at one of my favorite spots called “The Neighborhood.” They serve excellent Portuguese food widely adored by the 20-something crowd in Boston, and especially loved by Yelpers. As I was waiting in line, I noticed they had a white erase board with a special note to their Yelping customers. This was the first time I have seen a restaurant “talk back,” to their customers reviews in this way. It sparked a few ideas that I would like to share with you. If I owned a restaurant, here a 20 things I would consider doing to recognize and attract Yelpers.

1. Respond publicly to feedback on Yelp with a non-defensive and appreciative attitude.
2. Send a positive reviewer a private message thanking them.
3. Send a positive reviewer a coupon for a future dining occasion.
4. Invite a negative reviewer back to the restaurant for a VIP dinner on the house.
5. Invite a negative reviewer to tell you how you can improve the dining experience.
6. Respond to a review on your restaurant’s blog.
7. Make a big deal of a positive Yelp review. Frame it and take a picture with the Yelper and hang it in your restaurant.
8. Create special, “no-wait” tables in the restaurant for Yelp reviewers that have cool benefits.
9. Gather your Yelp reviewers to a private wine tasting or to sample new menu ideas.
10. Name dishes after Yelp reviewers.
11. Ask positive reviewers what they ate, post pictures of the dish on Yelp and reference the reviewer.
12. Make an offer to the friends of positive reviewers. If they print out their friend’s positive reviews and bring them to the restaurant, they receive a discount.
13. Have a Yelp-only happy hour for happy Yelp reviewers.
14. Create a menu item that you can only order if you have reviewed the restaurant on Yelp.
15. Conduct a focus group dinner for negative reviewers.
16. Indicate on your menu, “Yelp reviewed,” or  “Yelpers loved this.”
17. Post a blog entry that lists all the points in a negative review and how they were responded to.
18. Invite negative Yelpers to provide their feedback during a staff training session.
19. Offer free valet parking to positive Yelp reviewers (or unlimited drink refills).
20. Offer a discount when two Yelp reviewers come together.

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I love this lil’ email from Daily Candy. It’s personal, engaging and perfectly sassy. The signature is brilliant: “We look forward to working with you.” It welcomes me as a member of a team and creates the expectation that they want to help.

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