Wachovia Bank Update: New Twitter Strategy Matches “Connectivity” Goals

wachovia-dm-on-strategy

Direct Message to deansguide from our friends at Wachovia Bank

If you have followed the deansguide series of critiques on Twitter.com business strategies, one of the companies I outlined was Wachovia Bank: “Bank’s Twitter Strategy: Lack of Strategy Hurting Brand.” In this critique, I pointed out the following:

  1. They had no discernible strategy
  2. Their lack of strategy in following people (audience of customers) could be perceived negatively
  3. They were not being true to their Twitter Bio mission

Wachovia’s Old Strategy: Follow a minimal percentage of audience-clients on Twitter

wachovia-bank-twitter1

The results can be seen in the “follow” and “followers” categories where Wachovia was following only 11% of their audience.

Wachovia’s New-Improved Engagement Strategy

As of today March 12, 2009 Wachovia has aggressively fixed their follow strategy by following every one of their followers. By adopting this strategy, Wachovia now has created the following:

  • Open line of communications with audience via Direct Messaging
  • Created the perception that they wish to communicate with their audience
  • Provided their audience with recognition by following each person or company who follows Wachovia on Twitter
  • Demonstrated their willingness to listen to their audience
  • Quickly tap into customer conversations and solve customer services challenges that may exist
  • Demonstrate they are one of the leaders in the Banking industry in regards to social media and audience engagement on Twitter

Wachovia Bank March 12, 2006 Twitter Account

wachivia-new-strategy

Advertisements

Outbound Link Strategy: Drudgereport Success Changing Perception


Courtesy the drudgereport.com

Perception in the real world is often reality. In the online world of websites and blogs it is often the rule that people rely upon to much. The perception that a blogger who provides too many links in a post will lose his audience is simply a myth. The best case study supporting this statement is the famous and very popular drudgereport.com. The drudgereport is an aggregates news feeds and links to some of the best sources available. They then position small amounts of text (description) around the outbound links. Yet with all of these pathways that lead away from the site, people flock(Alexa ranking 728) to the drudgereport for their daily fix of news.

My deansguide article (9-19-08) “Drudge Report: Proof Outbound Link Strategy Keeps Readers Coming Back” and the concept behind the article may be worth another look. The premise that most experts support:

1. Do not send your readers away from your site by providing outbound links

2. Sending readers away from your site means they will not come back to your site

3. You will be converting your readers into somebody else’s readers by linking outbound

Reality

1. Outbound linking does not mean your readers will always leave on each visit

2. Readers that leave will come back because you have established your site as a place that provides value and answers

3. Other site’s content becomes your strength as you help people find quality information

4. Outbound links will bring readership back to your site from the sites you link to

5. Time spent on your site will actually increase as readers bounce back from the outbound links to find additional information

The article published at the Business and Finance page on Reuters.com and on deansguide

Tequila: A Lesson In Marketing And Brand Identity

TGIF and watch this tour of Jose Cuervo Factory

Reuters.com published this deansguide article September 13, 2008

Tequila the official party liquor, the daddy of the fiesta, the king of the shot, and the emperor of margarita madness is actually an amazing marketing story. What makes an often, horrible smelling, difficult to describe taste that can make the eyes water and throat wretch with a gag reflex similar to food posioning the #1 fastest growing category of liquor in America according to the 2005 Adams Handbook Advance the industry standard.

Granted the premium tequila brands like Patron produce incredibly rich and smooth tasting liquors, but the majority of the tequila sales, 40% plus, are Jose Cuervo tequila of the ilk described above–rotten eggs on sandpaper.

Marketing Strategy

1. Association: Tequila is the party liquor associated with fiestas, parties, food, and music. No other drink symbolizes fun, good times, beaches, and the tropics like a tequila margarita

2. Heritage: Tequila has a long history and heritage of proud producers from a passionate country, Mexico, that crafts the best tequila products in the world

3. Perception: Tequila, like the country of Mexico, symbolizes macho, hot, spicy, and power. It is perceived, and rightfully so, as the drink that is dangerous. For many people it is a brand that signifies their toughness much like a football fan who supports the Oakland Raiders. If you can hang at a Raider game, think of San Quentin at a picnic, then you are tough enough to drink tequila

4. Reputation: Everyone, at least those that drink, have a tequila story. The stories are never pretty, they are usually warning shots to friends, and yet they are told with pride. There is a legend a lore attached to this brand that people want to associate despite the taste and horrific results the drink can produce

5 Strategies to Branding “You”: Realtor’s Guide To Career Success

Branding "You" to be memorable

Branding

Reuters.com published this deansguide article September 2, 2008

What exactly is the definition for the word “branding”? We are talking about creating an aura, a perception, and a truth about a person, service, or product that allows people to identify and recognize them instantly.

Branding according to Whatis.techtarget.com definition

Branding “You” What Are You Waiting For?

You spend a lifetime promoting your employer, their products, and their services. You derive your substance factor from your experiences. Is it not about time you tell the world about you and why you are special?

Tips To Branding “You”

1. Recognize: You are a brand. You have recognizable qualities and you must consider yourself special in order to promote your unique qualities

2. Begin the Shift: Recognize you are worthy of brand recognition and begin to shift the emphasis to your qualities and differentiating factors that make you unique. Why are you so effective? How can you deliver value? Begin to market you as the source

3. Education to Expertise: in order to become a brand, you must be knowledgeable in your niche. Gain confidence and expertise by studying and learning about your business from mentors, online resources, workshops, seminars, and books. Building your knowledge base builds confidence in you as well as your potential clients

4. Writing Platform: create a writing platform with the goal of establishing your own blog within a 3-6 month period. The following are places to start:

a.) Submit articles to ezinearticles.com

b.) Create a newsletter

c.) Become a contributor to a blog

d.) Ask to contribute to a newsletter or local newspaper

5. Public Speaking Platform: Create a workshop or speech aimed at providing value to your audience.

a.) Ask to represent your company at local meetings or conferences. Work up to bigger venues

b.) Ask to speak at your Kiwanis Club, Rotary, or Chamber of Commerce

c.) Create a Free workshop for you affiliate partners

d.) Join a industry organization and submit your request to speak

Results

The best strategy to support your career as an entrepreneur or as an employee of a company is to create the brand of “You.” In so doing, you become recognizable to both potential clients and potential employers.

Your entrepreneurial business is positively effected when potential clients know you, like your brand (You), and understand the value you bring to the table

Your employer’s business is positively effected when customers know you, trust you as their “brand”, and understand the value you bring to the organization you are working for with the client’s best interests in mind

“Expert vs Expertise”: How Are You Perceived In Your Business Niche

The most powerful tip I can give anyone who needs to believe in themselves or someone who needs to be knocked down a peg (been there and done that in both cases) is to understand the difference between the words “expert” and “expertise.” In order to build your confidence in your business become an expert or educate yourself further which will raise your level of expertise.

Are You a Expert?

The word expert is bandied about and utilized far to often and out of context. It makes the person claiming to be an expert look foolish if they do not understand the definition.

Answers.com an expert is “a person with a high degree of skill in or knowledge of a certain subject.”

Wikipedia.org describes an expert the same way as answer.com with this added requirement “someone widely recognized as a reliable source of technique or skill.”

Analysis: If you wish to claim to be an expert then you should have a rich portfolio of news articles, blog articles, media interviews, or any guest appearances on substantial programs related to your expertise and niche. Essentially you have to be recognized as an expert by the public at large

Do You Have Expertise?

Expertise is knowledge and skill in a particular subject without being recognized as an expert by the public on a regional or national scale.

This is the right way (in my opinion) to present yourself, and the method I choose, when discussing your knowledge level.

Note: There are differing levels of expertise and almost everyone has expertise in some subject or skill

Final Final

You can actively become more educated by taking classes or seminars in your niche. The work you put in to raise your level of knowledge has 3 big benefits:

1. Confidence-you become more confident as your continuing education makes you “smarter” within your niche

2. Recognition-your clients and peers will recognize your hard work and your higher level of knowledge which could lead to articles or spotlights done on you by outside media sources

3. Credibility-you become more and more credible as a source of information and skill within your niche. Along with credibility comes the added benefit of trust. Clients and peers trust you as a go to source of information

Understanding Clues From Your Everday Life: Louise Hay Of Hayhouse–Inspiration In The Making

Reproduced with permission of Susan Hanshaw, inner architect media, the following is Susan’s experiences at the biggest Book Conference in America: Book Expo America. Susan’s honest insight provides a refreshingly forthright look into the building of a life started anew.

I have just returned from BookExpo America (BEA), the book industry’s annual event held this year at the Los Angeles Convention Center, where I went to promote the debut of my book, Inner Architect: How to Build the Life You Were Designed to Live. I expected the experience to be one of value, learning, and building relationships. What I didn’t expect was to discover what occurred to me while I mentally noted the highlights of the event during our final day. As I focused on these highlights, I saw a common thread that weaved throughout the launch of my book that would have totally bypassed my consciousness had I not stopped to casually review. I believe this common thread provides a direction for me that I would not have taken seriously had the energy of life not have shoved it in my face.

I’d like to share my clues and my perception of the guidance they provide, and then invite you to look at recent, or not so recent, events in your life where there might be direction sitting there for you.

Clue #1: My company, inner architect, published the book using a standard off-set printer who specializes in the book industry. Upon our request for production samples, the printer we ultimately chose sent us two books published by Hay House. I didn’t think anything more about this at the time than the printer wanted to promote that they had a well known, prestigious client.

Clue #2: Louise Hay author and founder of Hay House, happened to be autographing books in the Hay House booth at BEA while my partner, Dean and I walked by. Dean took my bashful arm and led me to stand next to him in the line to meet Louise. When it was our turn to greet her, Dean introduced me and thanked her for the inspiration she provided to us to launch our publishing company. Once again, I didn’t take this for anything more than shear luck of being in the right place at the right time to meet Louise Hay, a woman I respect and honor for her contribution to the human development movement.

Clue #3: Later that day at BEA we stopped to talk with a man promoting international distribution services. We proudly showed him our new book and he responded with a comment about it being along the lines of what Hay House publishes. He went on to tell us that a company that had recently lost the Hay House account would likely welcome something to replace it. I felt encouraged by his comment, yet didn’t see the meaning in this exchange until I put all three of these clues together.

My interpretation of these clues: I was led to look at a woman who I deeply admire as a model for my own work in a way that I had never considered on my own.

What to take away from my experience:

  1. Look at the events that unfold in your life as having meaningful messages for you.
  2. Take the messages that you interpret seriously, even if they seem grander than visions you’ve created for yourself.
  3. Trust that these messages are meant to lead you in the direction where you will find the most fulfillment.
  4. Believe that you are capable in carrying out these messages and commit to doing the steps that will see it through.

Details Trickle In On Hell’s Angel Execution In Northern California

The latest news about the recent drive-by shooting death of a Hell’s Angel member, on crowded Highway 101 north, has begun to slowly come out. Here is what we know so far according to media sources.

Details So Far

1. The victim was shot while riding in a white Chevy truck; approximate time 8:15pm Saturday night

2. The Hells Angels were traveling to Sonoma County, up 101 north, after attending the funeral of Angel Julian Serrano in Daly City

3. The Shooter’s vehicle described as a red SUV may have been a Dodge Durango

2008 Dodge Durango Limited SUV Shown

Dodge Durango 2008

Durango Dodge Durango First Generation body style courtesy of bankston.com

4. The shooting happened between Tiburon Blvd in Mill Valley and the Paradise Dr. exit in Corte Madera

5. The police are “pretending” (my words) that they don’t know whether this shooting was a random act of violence or a hit.

Commentary: Give me a freaking break! Anybody stupid enough to take a random shot at a group of Hells Angels riding in formation behind a truck is absolutely crazy. That is HIGHLY unlikely.

6. The Shooter’s vehicle exited 101 and escaped. . . IJ “It was unclear whether the other Hells Angels members chased the vehicle and obtained a license plate number, but none was provided to investigators.”

Commentary: Are the cops kidding? Do they really think that if the Angels ran down a plate number they would hand it over to the cops?

“Did He Really Say That Quote of the Day” : IJ “We’re hoping that the members of the club (81) will be open and honest and provide as much information as possible.” Yes and I am hoping that Santa Claus will land on my roof and deliver a big bag of cash on Christmas Day.

7. An unnamed law enforcement agency confiscated the guest sign-in book at the funeral parlor and took surveillance photos of the funeral attendees

————————————-

Perception is not always reality in this case or the most infamous case involving the “81”: Altamont

The Real Truth at Altamont?