This might sound like an unorganized way to approach your marketing efforts but for people like Scott Wise, Scotty’s Brewhouse owner and social media guru, it’s a common practice. Obviously, it’s not going to be as easy and simple as it sounds.

Recently at the Indiana Innovation Awards kick-off event, I was privileged to be able to sit and listen to one of Indiana’s own discuss innovation and how it doesn’t necessarily pertain to new gadgets and gizmos. Wise showed how he transformed a locally-owned restaurant/bar into a “must visit” in Indiana using social media platforms. Innovation can be defined as taking something that currently exists and simplifying it. It’s great to see how someone can take a basic concept like customer service and flip it upside down with innovative marketing efforts.

Utilizing Twitter, Facebook, Foursquare and QR Codes, Scotty’s provides every visitor an opportunity to share their experience and receive coupons in real-time. This isn’t a new concept, but Wise takes it a step further by personally handling any issues. This innovative way of utilizing social media for customer service and advertising shows how throwing it against the wall can be worthwhile.

How many have heard the statement, “social media is the free platform for advertising?” Anyone who knows anything about social media knows that it takes time and effort to create anything of substantial significance. Wise may have started his social media empire using Facebook, Foursquare and Twitter, but have you heard of a thing called MySpace? This was Scott’s original platform that was the inspiration for his efforts today. The reason that he has been successful is the fact that he’s transparent to the end-users of his product. That is the invaluable advantage of using social media. The key is to realize that this is a conversation platform, and people aren’t going to want to interact to someone that doesn’t hold a conversation.

Who’s to say what’s next? Pinterest? Flickr? Google+? Wise believes you need to put yourself out there and listen. It’s not about how loud you say something, but more about, what you say.  So, you’re not ready for social media? I think getting out there and listening is the key to know where to throw your message.

I truly believe the marketing industry is a network of professionals, working together to do one thing: communicate. And while we might work for different organizations and have different industry niches, we’re all doing the same thing in our own way. Which is why I believe it’s a great idea to share with one another. As a loyal blog reader to several industry blogs, I constantly share great articles that I’ve read with my fellow colleagues. This week has been an extremely great week for great content, so I thought I would share a few with you that have really challenged my thinking and given me new insight:

Do You Know What You Don’t Know – HBR Blog Network
This post challenges how people have a tendency to think they know more than they really do about a subject. It encourages the reader to uncover knowledge gaps and how to overcome them.

The Best and Worst Times to Share on Facebook, Twitter – Mashable
A study conducted by bit.ly shares when you can gain the most traction on your Facebook posts, Tweets, and Tumblr site reads.

A Super Efficient Email Process – HBR Blog Network
Getting stuck checking and reading your email for hours and losing time for getting anything else done? This article includes tips on when to check, how to filter and how to respond to email. A must read for anyone whose inbox is always overflowing.

Effective Typography-Driven Web Design – codrops
Love fun type just as much as I do? Here is a post that showcases great type treatments used on websites.

How to Make Your Big Idea Really Happen – HBR Blog Network
This post uses examples of people who changed the social and business scenes by nurturing their small idea into a big idea.

Have you read any great posts this week? Share some with us in the comments below.

Photo Credit: www.flickr.com/photos/elgrandee/

I don’t frequent fast food establishments often. Growing up, it was a treat we indulged in for vacations or as a reward. Such was the occasion this weekend, when my fiancé and I decided to swing through the Wendy’s drive thru as we concluded our weekend trip. I suggested Wendy’s because I fondly remembered those thin square burgers, fat French fries, and yellow cups.

Much to my surprise the Wendy’s we went to didn’t resemble the “Old Fashioned Hamburgers” Wendy’s that I remembered at all. The burger patties were different. Still square, but now fat. The fries were fresh cut –the kind with a hint of potato skin showing. And the cup was not yellow, although Wendy’s face was still on it.

When had Wendy’s changed so much?  It probably happened over a decade ago, and I just discovered it. But it got me thinking. This must be what it feels like for members of membership-based associations when they return after being away for a while, especially for those organizations whose members join in high school or college. It inevitably happens in these organizations. Life causes members to take a break, but if and when they return as alumni, will they recognize the organization they once loved and that they still have an affinity to?

As I chewed with disappointment on my French fry, that is all I could think about. All organizations must change and adapt to remain relevant. I’m sure Wendy’s has had to make many changes to remain relevant in a world with McDonalds, Burger King, In and Out, Jack in the Box, Hardees, etc., not to mention healthy fast food options.  But while changing to compete you can’t abandon those things that make you who you are.

Membership based organizations, even those steeped in tradition, have to change to be relevant to new members and potential new members. But it is a balancing act. You can’t lose sight of what it is that folks have always loved about you. Those are the things that bring your alumni back. Remember, your organization’s brand value is based on member expectations, memories, stories and relationships and just like a commercial brand, its value comes from how meaningful it is in the life of your members.

I’m sure there are some that would argue with me, but I believe you can’t change everything, or at least you shouldn’t. Some things should remain sacred; the things that impact what the vast majority of your members remember fondly about their experience with your organization.

I miss my “Old Fashioned Hamburgers”, French fries and yellow cup.

Kmart, Wal-Mart and Target. Which would you choose to shop at? If I’m looking for bargain prices – Wal-Mart. If I’m looking for stylish on a budget – Target. Kmart isn’t even in my vernacular these days. But like many American’s (at least of a certain age group) I can recall a time when Kmart was a routine shopping stop. I recently read an article titled, How Kmart Lost the Attention of Discount Shoppers. Among the issues that have plagued the former discount retail giant are:

• Failure to successfully define what differentiates Kmart from competitors
• Failure to upgrade stores
• Failure to adapt to the changing market place
• And failure to stay focused on what they did best

Though membership based associations may be hesitant to compare themselves to corporate America, they share one major similarity. Members are consumers. Make no mistake, they have a choice about with which organizations they choose to affiliate, pay annual dues, recommend to their peers and where they will remain loyal.

There is a lot to be learned from Kmart’s story specifically.

1. Wal-Mart has differentiated itself as providing the best bargain, while Target differentiates its brand by saying it provides a better experience, but still a decent price. Kmart hasn’t positioned itself, as well – anything. When you look at your own organization, what differentiates it from others that deliver similar programs or services? How do you share that with your members and potential members, and how do you continue to reinforce that message?

2. Kmart’s stores were described as “tired”. Hardly a description you’d want your brand associated with. Would your members say that your website and publications are fresh and that there is new and relevant content? Would they say that your meetings and conferences reengage and excite them? Or would they say you recycle the same boring content, in the same boring template, and provide the same boring conference, adding little to no value to them as members?

3. Wal-Mart has adapted it’s big box stores to marketplaces because it is what their consumers want. There are certainly a plethora of ways you can share information and connect to your members, but before you attempt to use every channel, have you thought about what your members need from your organization? When is the last time you asked them versus adapting based on assumption?

4. Kmart lost focus. Their parent company acquired varying types of business, some that they knew little about, instead of staying focused on what they did best.  Sometimes organizations get caught up in what a few members say they want, rather than what the organization is there to provide and what they can do best. Before pursuing new opportunities, are you referring to your mission and using it as a litmus test to make sure that your proceeding down the right path?

5. My favorite line from the article was from Sid Doolittle, a retail consultant, who said, “Long term, retailers have to have a reason for existence that customers love. What do you love about Kmart?” he said. “There’s nothing really.” Membership based associations have to have a reason that their members love them too. What would your members say they love about your organization? If you can’t answer that in one sentence it might be time for you to do some serious investing in your brand.

Bottom line, whether a retail giant or a membership based organization, resting on your laurels is never an option. You continually have to invest in your brand.

In this microwave day and age where we want everything quick, on-the-go and easily accessible right at our finger tips, it’s important to keep in mind just how crucial navigability is when creating a website. Navigability is defined as “the quality of being suitable for the passage of a ship or aircraft” (Source: http://www.thefreedictionary.com/Navigability). If you think of a web user as a ship navigating the waters of a website, in order to make their experience and passage through the site smooth the user needs to have easy access to the various parts of the site. One of the best ways to make the voyage successful is to make sure users can get to their intended destination in four clicks or less. Any more than that and the user has a higher chance of leaving the site and going elsewhere. So the next time you visit a site, count how many clicks it takes to find what you’re looking for. If it’s more than four, be prepared to steer your ship into warmer waters.