Starting our look back on the Murphy Goode Social Media campaign, let us start with none other than Dave Ready, short yet perfectly summing it all up:
It is so awesome to see the community that has been built through the Murphy-Goode Campaign. What a great ride! Hardy was obviously awesome and it seems as though this has been a great ride for him personally. I love the fact that there will be many reunions for many years to come.
picture thanks to Murphy Goode Winery (click the pic)
This is my first virtual reunion!
It was not only a really goode job (just ask Hardy), but it has been a really goode opportunity for many of us to stop for a moment, check our direction and move forward with certainty.
Join me tomorrow as we have a peek at what Taylor Eason has been up to!
Ok, for all you visual people out there, here is a new and funky search engine. Spezify. I tested it for the terms “areallygoodejob” and “murphy-goode” and had a great time seeing many trusted faces and noticing a few new people, posts, pics I have yet to discover!
Last Sunday night, I went shopping for two airline tickets to Russia. After I found my desired flight, I was all ready to check out. I input my credit card, and was one happy camper until… my card got rejected. What?? It certainly wasn’t my credit limit or the price of the ticket. “Ah, it must be because it shows up as a foreign vendor, and Bank of America (my card company) just wants to make sure that I am cool with this transaction,” I thought. After receiving horrendous customer service online and via phone, and unable to unlock my account, I ended up losing my airfare deal. Within 30 minutes, the price went up, as is often the case, and 3 hours later I still couldn’t get BofA to unlock my account.
Why am I telling this story and why should you care? While all of this was going on, I tried to find BofA on Twitter, but wasn’t successful. So I sent out a couple of tweets mentioning BofA, hoping that anyone monitoring Twitter from BofA would find my rants (note to readers: that is a practice of the best community managers). But no such luck. What did happen amazed me. I was tweeted and retweeted around 50 times, until someone pointed me at the BofA twitter handle. What amazed me was how quickly other tweeps jumped in with their negative sentiment of BofA and we formed a conversation around it. If BofA was watching these exchanges, they would know that they need to spend some time getting back to these disenfranchised customers, because there was quite a bit of dissatisfaction out there. And because the brand wasn’t interacting with us, we formed our own “BofA hate club”.
As I am writing this, I am sitting at the 140 Characters Twitter Conference produced byJeff Pulver. An earlier panel was discussing how brands are working with their consumers on Twitter, and how great customer service is the new marketing. Just take a look at the following customer service accounts from some of the most beloved companies: @zappos_service, @jetblue, @askseesmicand@comcastcares, among others. These companies are so well-loved on Twitter because they provide excellent customer service and they have their “ear to the ground and “finger on the pulse” of the Twittersphere. If you are on Twitter, it is not enough to just broadcast your company news and blast all of your followers with product information. Twitter is not the right channel for that. Rather, Twitter is about creating and encouraging a 2-way conversation. Because word or mouth spreads virally and lightning-fast, it’s imperative to establish delightful experiences for clients by discovering conversations, taking part in them, jumping in with helpful answers when there are questions, addressing issues and making upset customers “whole” again, as well as rejoicing with happy ones. The truth is, your customers are out there talking about you, not necessarily to you, and it’s up to you to join the conversation in an authentic, empathetic and non-spammy way.
As a voracious student, observer and participator in social media, I am always watching how companies are responding to these customer service issues: are they turning the possible liability into an asset and are they doing it in a way that’s authentic, helpful and empathetic? Just today I was lucky enough to listen to and capture conversations about this very topic at the #140Conf, including a keynoteby Gary Vaynerchuck (or @garyveeas he is known on Twitter). The resounding bottom line that Gary drives home is that you need to listen, you need to care and you need to engage. You need to stop obsessing about the number of followers and focus on the quality of the conversation.
So what happened with my BofA episode? Well, I sent a @ message to the BofA twitter account, and they eventually responded the next day (during normal business hours of course), and the only reason they responded was because I @ replied to them, i.e. they weren’t actively monitoring the sentiment. A true community manager would be able to pick up these rants via Twitter search tools and would respond to “tweeps” beyond the ones who send a direct message or an @ reply. Moreover, a good community manager doesn’t tweet between the hours of 9 and 5; a community manager is on whenever people are talking about their brand, all over the world.
Why am I posting this on a blog associated with A Really Goode Job? Well, because a successful Lifestyle Correspondent will need to not only pump out relevant AND entertaining social media content (blogs, vlogs, tweets, guest blogs, etc), but also grow and nurture a community around Murphy Goode, wine making, the wine culture and Sonoma lifestyle. Whew! That’s quite a tall order, but I know there are folks in this process who can certainly pull this off.
For some companies, there is so much twittering that has to be done, that they may need to hire an additional person. Do it! It’s worth it! Especially with tools like CoTweet, you can have more than one person “listening” and tweeting on behalf of your brand. As a rule of thumb, any brand that wants to be successful in social media, must listen first and talk second. Just like individuals, businesses should act as if they have 2 ears and 1 mouth. But first, you need to make listening part of your corporate culture and provide the right infrastructure for your employees to be effective community managers.
Thank you Maria for this great lesson in customer service! I think I am gonna be learning quite a bit from your posts over at your blog. But first may I let everyone in on your application video?
In 2006, I sold almost everything I owned, packed all the rest into 3 suitcases, and landed in London, England with £200 and no place to live. I was there to study for my MA in Marketing, but this wasn’t your typical semester abroad with your college buddies. I was on my own. And then something happened. The university I was attending hosted a new student welcome party, and armed with a glass of white wine in hand, I met my new friends. Over the next year and a half, these friends became my family. We shared our fears and secrets, joys and dreams, and more often than not a recurrent theme in our celebrations included sharing a bottle of wine.
This got me thinking. What role does wine play in our lives? Is it simply a label, a vintage with body and character? Or is it something much greater; something that brings people together with a toast and shared conversation? My vote goes to something greater. I can’t tell you what label wine we’d drunk. I’d be hard pressed to recall if it was a red, white or rosé. But I’ll always remember the friends and family smiling and laughing with me over the clink of toasting wine glasses.
I think of the time Nikki and I tried to open a bottle without a corkscrew (it didn’t work); an amazing Easter picnic in Regent’s Park with friends who made it feel like I wasn’t 3,800 miles away from my family. I think back to my undergraduate years when Lisa and I used to escape the 20-hour days of the National Student Advertising Competition to de-stress over a bottle of whatever our very helpful (and very attractive) waiter recommended; and I think of last week, when a dear friend of mine in another country told me she wished I could be with her sharing a bottle of wine like we used to when we lived closer. These memories keep me strong when times get tough and keep me looking forward to the future when again, glass in hand, we will toast to our friendship.
So I posed the question to my Facebook and Twitter friends, “What does wine mean to you?” and here’s a sample of what I heard:
Wine means good times with some of my best friends. Girl time is very important to me. You’ll never see a flurry of conversation like you will with my girlfriends and a great bottle of our favorite vino!!!—Bethany
Wine is how I relax after a long day. Its great with a bunch of girlfriends!!!—Katherine
To me wine is about sharing. Sharing the wine with friends and loved ones obviously, but also about sharing your time and your thoughts with the people in your life.—Rachael
Always celebrate what life has to offer day by day, wine has so many meanings, memories, and wine will always be everywhere you go. Life is so short that a special glass or even a few!… will produce so many memories to last a lifetime.—Alexandra
A day without wine is like a day without sunshine.—Kent
To me, wine represents the memories of times both good and bad, laughter and tears. It is the memory of a first date when everything was new and exciting, and of the 100th date when you still toasted “to us.” It is friends sitting together over a home-cooked meal and promising to be forever friends. I have been fortunate to have had many of these moments in my life, wonderful friends to share them with, and the knowledge that there are many more to come. I hope I get to share them all with you as a part of the Murphy-Goode Family.
So now its your turn – What does wine mean to you?
To vote for Amy go here! If you are deaf or hard of hearing there is a captioned version available here (you will need to turn on the captioning in the lower right hand corner). There’s also a blooper version if you need a “Goode” laugh!
I am having a very exciting week, people! After wearing my hair long for the past few years I had it chopped off in March this year in the hopes to control my hormonal hair-loss… I contemplated writing an entry about the whole dilemma—having painstakingly clear the drain each time I shower (half way through the shower) to enable the water to flow off, daily vaccuming enough hair to make a decent sized carpet out of and the ritual cleaning of the vaccum filter before tomorrows “wash-rinse-repeat” deal—but then I realized that it’s possible that no one cares as much about the state of my hair as I do.
(Oh, the irony of a blogger realizing that ANYTHING is only interesting to her. Ha!)
So instead of talking about my hair, we can delve right into TODAY’s adventure, which was going to see a gynecologist! Because that’s totally of interest to everyone!
What? What is that you say? You don’t want to hear it? You have pretended your general practitioner does not exist avoided your doctors successfully for the past — what? — 15 years? But surely you have been to the dentist twice a year, right?
Why not? What are you afraid of?
Well, since we are talking so openly with each other today (thanks for your trust), I must confess that there are a few things I generally block out of my mind: dentists, gynocologists and even somethings floating around the social media scene. FEAR can hinder us from many things. Sometimes fear is based on past (unpleasant) experience, often times though it is completely irrational.
In previous posts I have covered the first three tips to landing a social media dream job:
Speaking of the social network scene I have only recently discovered thanks to the Murphy-Goode Wine Country Lifestyle Correspondent job, you might be surprised to discover that Andy has some deep social media fears she is learning to overcome.
One such fear was the call to the New Wine Consumer podcast on June 2, 2009: Murphy-Goode candidates live. Can you imagine my apprehension? I mean it was *live*. What the heck could I talk about on a live show filled with all those MG hopefuls? I have never drunk a drip of anything stronger than grape juice! I have never been to a vineyard! I have never been on a talk show, radio show and never done anything *live* (well, except living of course).
Before the show on the 2nd I was telling two friends about my blog and the progress I am making and Randulo’s radio show. The second friend actually had missed the beginning of the conversation and she said: What? You have been invited to do what with a guy living in a bordelle? (Randy lives in Bordeaux, France.) Yeah, I said, and I don’t know what to wear?
We had a good laugh, but deep down mine was a nervous laughter. I was scared to make the call. Afraid to make a complete fool out of myself. Here on my blog, I can take my time, organize my thoughts and generally ignore issues until I am ready to deal with them. But *live* and with *no script* and *other free-thinking, free-speaking* people involved? (Gosh, I am beginning to wonder if I am a control freak?)
So I conveniently did not make the call. I told Randy it was because I was feeding my family (five hungry kids at dinner time, it was not a lie, but I wasn’t truely showing Randy my hand). Too bad, ’cause the podcast was great and it would have been so much fun to connect with those people I have met virtually along this short yet intense journey.
Imagine my shock when Randy asked me to join him on the next podcast. Let me show you how this guy works:
I actually do not remember “committing” to attend, but I do remember saying that the timing is not the greatest for me and my family.
But if you think I was kind of lamed after that invitation (which with my lack of professionality I was kind of thinking to conviently “not show up to again” — if you want me to be painfully shamefully honest), he sends out this tweet on Monday, ONE DAY before that next show he had invited me to and he apparently ignored my answer WENT OFF LINE RIGHT AFTER SENDING IT!
Hello? Let me tell you about my issues with FEAR. Holy smoke. No way I want to let Randy down now! How can I leave someone who has is expecting me to do something for him? And how totally unprofessional this would be for me to NOT show. Yikes. (Oh, and excuse me: “the main guest”? How did I get myself into this? Yikes!)
People. I learned a valuable lesson this past Tuesday. If you want to go anywhere with your social media campaign, you need to get over your fear. What ever it is: find a way to get control over your fear. Deal with it before it deals with you.
I had a great time on the call. I realized that I need to learn a few things if I want to be involved with podcasts in any way in the future. I got to connect with some really neat people and it has been a mind-opening experience — one of many along this great journey Murphy-Goode has opened up for so many of us!
I have noticed that most blogs I have seen in the MG gig are not “pinging” (to be honest, I have not seen very many of the 300+ applicants stuff, so *yours* may be pinging just fine). On top of that I have noticed that people associated with you are also not pinging, which kind of defeats the term “social media networking”. What good is it to you if someone sets a hyperlink from their blog to your blog if they are not telling the world that this has happened? Sure, you get exposed to their readers, but why on earth would that be enough for you?
Same goes for all the effort you go to to give someone else a hyperlink coming from your blog. Yeah, he is getting exposed to your readers, but would it not be more savvy to let the search engines KNOW about this so that say if someone types “[place search term here]” into google, they have a chance of finding your blog? I mean, social media is partly about letting people who are looking for the information you have to offer actually find you… right?
Pinging is important if you want to build serps within your network. Which is why we are here, right? Essentially there are at least 8 of you who will go on to blogging success (for I am certain that blogging will be an important part of your social media strategy). Potentially there are 9 going on to wine web2.0 fame (if MG chooses someone other than the VinTank 4 + 4).
And it is my firm belief that even more of us can go places with this gig up and going (see the post by Caveman Wines So you didn’t get the Murphy-Goode job, now what? ). Ergo it follows that pinging will be very important for all of us to understand and master.
Now before you get intimidated, “master” does sound like loads of work…, it can all be automated, to degrees, depending on your blog platform.
What is a ping or what is pinging?
I tossed the ping question out on a forum the other day and this was one answer to “What is a ping and how does it work?”:
Using my tech. knowledge, I would assume it’s when my blog will “ping” or touch/announce to a search engine or other site it exists. Sounds like a push mechanism vs. waiting for a crawler or bot to find you.
Then someone tossed the WordPress Glossary terms into the discussion, which I will copy here to be able to differentiate between what WP means and what I mean:
Pingback lets you notify the author of an article if you link to his article (article on a blog, of course). If the links you include in an article you write on a blog lead to a blog which is pingback-enabled, then the author of that blog gets a notification in the form of a pingback that you linked to his article.
Trackback helps you to notify another author that you wrote something related to what he had written on his blog, even if you don’t have an explicit link to his article. This improves the chances of the other author sitting up and noticing that you gave him credit for something, or that you improved upon something he wrote, or something similar. With pingback and trackback, blogs are interconnected.
These definitions are not poor and actually describe how wp uses pings and trackbacks well, however pings are *more* than what is stated in the glossary.
Ping comes from U-boots (submarines)–they send out “pings” (as ina noise) which go forth through the water and when that noise wave hits an object, it gets pinged (sent) back to the submarine. This brings us up the first definition: it is the blogger informing the bots (from various search engines) that you have published fresh content. If you ping, you tell google, yahoo, technorati etc to come and crawl your site, index everything it finds and send that information out to whomever is searching for it. So pinging is KEY for SEO purposes — to up your own ranking and findability.
It is also essential if you want to build a stable and strong network (which is why I mention it here). I have noticed that some of you (and the term *you* may mean someone in this group directly but is generally meant for all those involved with blogging and the MG situation) are not pinging. You see, each time you mention another persons blog (with a hyperlink to their blog) this information also gets pinged and this strengthens both the other persons seo as well as the network you have together. Think of a spiders web… when the bots come and spider your content, this is exactly what they do: make connections.
Why is pinging important to networks?
I hope you could see in the video how important pinging is for each blogger in your network to be pinging. It is fine to be giving your networks “link love” by setting up a hyperling in your post linking to them. This is a great way to present their work to your readers — but why would you be satisfied with ONLY going this far and “limiting” the exposure to those who already read your blog? By pinging you are letting all the pinged all pinged search engines know you have published new content and immediately upon getting pinged by you they send their bots over to spider your content, turning over every word, checking the hyperlinks, the hover texts, the titles, the pictures as well as the descriptions to the pictures, the videos, podcasts = EVERYTHING. It all gets indexed and in the process connections are being made (on the side of the search engines) while you are weaving a tighter web within your network. Just imagine if everyone who links to you from his or her blog were aware of and actually implimenting good pinging tactics?
Oh, yeah, I forgot to mention: SERPs are the S.earch E.ngine R.esults P.ages which if you and your network bloggers are pinging correctly should start to become stronger for your chosen keywords… (oh, keywords, another topic we could discuss here on my blog!)
Now that you understand the importance of pinging not only for yourself, but for your network, I look forward to presenting you in a new post the “how-tos” to pinging.
If you find this to be valuable information, then pass this post on to your network buddies. Let’s work at strengthening the great work you have already done by understanding and using the social media to your advantage. It is not about working harder, it is about working smarter.
If you have any questions, hit me up in the comments.
* other posts of interest concerning pings, syndication and/or tagging for seo savvyness:
Here I go flapping my fingers all over the place and invite all you goode people to GIVE ME YOUR GREAT CONTENT (cause I am also a hog) and then I go and do this royally embarrasing flop: I received some very useful information in form of a guest post by Hardy aka Dirty Wallace on May 19th, 2009 and I DID NOT DISCOVER IT UNTIL THIS MORNING.
People. I am so sorry. Hardy has great news for all of you out there and I neglected to get it out to you sooner.
*note to all who are still waiting for your guest posts to be published–should there be more–please send me an email or hit me up at twitter and kindly ask what has happened… I certainly hope I have not missed anyone else, but these days, I am really not sure*
Hardy it is my pleasure to finally put you right out front on my blog! If you haven’t met Hardy yet (where the heck have you been?), you gonna apprecaite his article here and below are some ways you can connect with Dirty…
My traditional video upload process was this– Log into YouTube, upload, wait. (Maybe make coffee, grab a sandwich, and well still wait). Then log into Viddler and repeat the process… Though I could do somethings while waiting, I was still using valuable time getting videos uploaded, and also ignoring other video sites because I had zero desire to repeat the process.
Andrea at “Andy’s Goode Life Blog” left a comment on my Goode To Be First blog the other day questioning why I was not uploading simultaneously. A bell rang, lightning struck, and I typed in some searches and came across TubeMogul. A cool tool / site that enables you to upload to many sites all at once, but better than that, it allows you to view the traffic and trends on all of these videos from a single location. Wow.
Though YouTube gets the bulk of the online video traffic, there are still plenty of other sites out there that can give you incremental eyeballs. I’ve always liked the simplicity and cleanliness of Viddler, and Vimeo is also coming on strong. The point is, why neglect any outlets, especially some like Graspr and Howcast that focus on “How To” content. I immediately included them with in my upload of “How To Open A Wine Bottle” (I hope they have a sense of humor). Why? Incremental eyeballs and outlets regardless of market share are still incremental views and multiply the chance of your videos being found, viewed, and ultimately driving traffic back to you.
Though a vast improvement on uploading site by site, TubeMogul does take a little bit of time, but you can go about your business while the videos upload. One issue that is a little bit of a challenge– If you are shooting HD and or have a long video that is over 300MB. You need to email TubeMogul to get this started.
I thank Andrea for the kick in the rump. Now I’m working smarter.
Thanks Hardy! I even learned something here: I could submit a good deal of my videos to the “how-to” video site… Need to check into that for sure!
Frankie goes to Hollywood, Frankie, will you remember me? and Frank loves wine. Something about the name Frank sticks. Don’t you think? Perhaps it is the aura of “you’re gonna make it big” or “with this name you are gonna go places”? This is what I thought when I discovered Frank on the journey to Sonoma county… but then I began to wonder: is this guy capable of saying anything else other than “today I filmed this, tomorrow I will film that”… geesh, what do we have here, a camera geek?
Well, I am sure you will agree, Frank can also write posts! And once you read Franks article below you will have a greater understanding as to why he is Frank the Film-guy. So without further ado, it is my privelage to host a post by Frank Gutierrez, film fanatic and Murphy-Goode hopeful:
Thanks for asking me to join your blog. I think you’ve done an amazing job networking everyone together for this Murphy-Goode campaign. Social networking is a new adventure for me and I’ve learned a lot by following your site and my new friends Hardy Wallace and Rick Bakas.
As a young child I grew up in Napa a few miles away from The Queen of the Valley Hospital where I was born. My grandfather built the Adventist Church in Yountville where they still live today and my uncle Jeff would round up the all the kids and take us on treasure hunts throughout the back trials of the valley.
The young Frank and the maturing Frank with his lovely fiancé Anita
I got my degree in Motion Pictures & Television at the Academy of Art University in San Francisco… and that’s where I met my beautiful fiancé Anita Gouloomian! We meet at a local Starbucks across the street to discuss a camera situation for her student film and we’ve been inseparable ever since.
We moved to Los Angeles together and started making films, working in television and producing commercials. I didn’t drink alcohol before I was 25. When I did, I started with a couple kamikazes one night and did not feel the effects until I tried to stand up. I felt incredibly dizzy and felt the sudden urge for Taco Bell. As my drinking experience grew so did my taste, my palate, my thirst for wine.
I believe my journey started one sunny day when my brother-in-law, Randy Fisher, introduced my family to Van Der Heyden, a small family owned winery in Napa, just off Silverado Trail. They produce what is known as a Late Harvest Cabernet Sauvignon. It was one of the most awesome experiences of my life. After that first sip, time itself stood still. It WILL make you believe in God. From that point on I’ve been very eager to taste wine and understand the formula behind its creation.
My goal is to someday manage my own winery and contribute to the legacy that those before me started. My motto is “You only live once, so you better do what you love.” Murphy Goode has given me motivation to build my network and plunge into the future. For me it’s not about the money or the popularity, I just want to be in the wine business and I want to use the skills I’ve gained in the film industry to take me there. Above all I’ve been humbled by the great response of the people I’ve meet and my friends who have supported me.
Now it is my turn to say “thank you”, Frank. Your video is a piece of art and we will be sure to see more of you in the future!
I like this application: short, simple, no goofy media hype. And unfortunately NO MORE INFORMATION… Mike. If you happen to read this, then please say hi. I would love to have you tell me more about yourself and about wine!