Brotherton Cadillac creates a Twitter focused campaign, Race for a Ride to raise awareness, and up to $140k for a Seattle non-profit. The idea takes donating through social media to non-profits to a whole new level, by offering one lucky tweeter a brand new car (2010 CTS).  I personally was very impressed with Brotherton Cadillac for taking the pludge into the deep end of social media to use it for good. The shiny car dealership will get a lot of buzz, and awareness, while making a difference in local non-profit and those it serves. The Race for a Ride campaign website is clean, fresh and fun. Further, type in “Race for a Ride” in Google and the first result will be Brotherton’s campaign  -  Nice SEO.

The Race for a Ride will benefit these five Seattle area non-profits:

• Fred Hutchinson Cancer Research Center
• The Moyer Foundation
• Seattle Children’s Hospital
• Arthritis Foundation
• Special Olympics Washington

Connect:

Website: RaceForARide.com & www.BrothertonCadillac.com
Twitter: @RaceForARide & @BroCadillac

Brotherton Cadillac Goes Social

Nology Media had been providing social media services to Brotherton Cadillac for a number of months. Brad Brotherton of Brotherton Cadillac had been pushing the Nology Media team to come up with ways for auto dealers to use social tools.  We wanted to develop a campaign that would highlight Brotherton Cadillac’s community involvement and philanthropic focus – with a big return for one lucky participant. The contest took four weeks to develop from inception to launch – that included on-boarding all five charities, sponsors, legal approval and website design and development.

The Idea for Race for a Ride

The idea originated from a charity golf tournament over the summer. On one of the golf holes, Brotherton Cadillac had a grand prize of a new Cadillac SUV for anyone who could make a hole in one on a difficult golf hole.  This type of contest happens all the time and almost no one ever wins.  We looked at the contest and asked ourselves – could we do something similar, but on Twitter? Race For A Ride was the idea we pitched to Brotherton Cadillac.

Tools For the Campaign

We’re using a number of commercial and proprietary listening and engagement platforms to manage outreach and engagement. Of course, Seattle’s own RowFeeder is the official data tracker of RaceForARide.

Brand & Campaign Values

Brad Brotherton, President of Brotherton Cadillac, devotes an incredible amount of time and resources to a number of local and national non-profits.

Not on Twitter? That’s okay

People may mail in entries on a 3″x5″ card. Entry by mail details are outlined in the Official Contest Rules page of the Race for a Ride website.

Strong Support Team

Nology Media developed the concept, campaign and contest for Brotherton Cadillac. Other sponsors of the contest include Seattle Met Magazine, Pacific Place, and RBC Wealth Management.

Tips for Running a Social Media Campaign for Non-Profits

Non-profits are asking to be educated on what’s possible through social media.  Start with educating them on the power of social media first and the power of the contest second. In addition, educate them on the residual benefits of increased awareness, larger lists, etc. no matter what the outcome of the contest.

Be creative – think about what’s possible, what’s not been done before, and don’t be afraid to take risks.

Connect:

Website: RaceForARide.com & www.BrothertonCadillac.com
Twitter: @RaceForARide & @BroCadillac

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From Twitter, Sphinn, Google Reader, Facebook, Amplify, Buzz and Friendfeed–you name it!–I have been gathering some of my favorite posts. These 5 personal favorite must reads have sparked some really awesome conversations, tweaked long term project plans and challenged a lot of great ideas. From social media, online marketing and project planning to business organization these posts will for sure to fill your thought bubbles, have you reaching for the phone to share a conversation about the value of flexibility and the future of social media.

1. Aug 9th, 2010: “Local brands have the flexibility to cater their social media campaigns directly to their local customer base, using the same tools that large brands are using to cover a wider audience.  In addition, local tools and services are growing in popularity” – Social Media Gives Local Brands Home Field Advantage
2. July 28th, 2010: “Listening, Content, Socialize and Measure could just as well be represented as a cycle, but I think the forward direction is important because you can’t reach outcomes without action.” -4 Steps to Social SEO Success
3. Aug 6th, 2010: “There’s No Out Of the Box Solution – I shudder and cringe each time I hear about a company selling a basic ‘Twitter, Facebook, Delicious, StumbleUpon’ package for every business that comes through their virtual doors. Not every website is ideal for every business.” – 885 Social Sites, SEO & Marketing: Fine Tuning Your Marketing Strategy
4. July 30th, 2010: “79 percent of large corporations are leveraging social media to engage their audience, and they are using innovative ways to build buzz, establish relationships, foster communication, improve products, and cultivate long-term brand awareness and consumer trust.”- 4 Ways to Master Social Media Marketing
5. July 29th, 2010: “there are certain universal truths to what your company’s style of tweeting reveals about your corporate culture, your attitude towards social media, and what you think about your customers in general” – What Your Company’s Twitter Account Says About You

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Fresh, Unique Content

As a blogger, marketing person, small business with a website you need to take the “social” in social media seriously. Every day is another opportunity to experience, learn and then share. Creating fresh, unique content doesn’t need to be a chore, as it is something you are most likely already doing. If you are thinking your website is just a small fish in the ocean snap out of it. People want unique fresh content and so do search engines like Google, so give them both what they want and you will find yourself delighted to share your experiences creating value for both your visitors online and for the search engine titans.

Don’t forget what you learned in Kindergarten

It is good to share. Share, share, SHARE! Attending a conference organized by the North Mason Chamber of Commerce, where Rabbi Daniel Lapin shared his idea that “you must always be ready to tell people how you can serve them”, sticky sort of idea that when you share you are sharing knowledge that could help them, be in the mindset of sharing, and improving the lives of those around you with your experience, energy and talents. When you redesign your website, publish a whitepaper, organize an event, and even when you post on your blog post don’t be bashful – share! Share your post through Twitter, your Facebook fan page, Amplify, share through Sphinn, on industry forums and even through email lists. Also be sure to listen to your friends, other businesses and news and share their content as well. Get in the habit of sharing, appreciating and spreading the word about how you can serve.

Skip through meadows and giggle.

Spend time reading blogs related to your industry as well as your interests. If you like the post, share the content and comment on the piece. Actively engaging in commenting on other blogs has lots of great benefits, from sharing your ideas with the post, to encouraging other visitors to comment, to having a link that goes back to your website and allows the author to get to know you as well. Think of it as time to enjoy learning and interacting with authors, enjoy the time together. When commenting be sure to be genuine, and professional.

Real Estate for Friends not Ads

Your website is your vehicle on the web to promote your brand, business and ideas. Would you drive a car to your client’s office that had tons of flashy sparkly ads all over it for other companies? What if someone came up to you at a party and said “Hey, you! Look over here! Want to buy this random thing for 3 easy payments of $19.95?” Neither are “social”, nor are either example a good way to develop a clear brand. Keep your site, blog posts and social media channels clean of anything that isn’t supportive of your brand and providing value to your visitors. You only have so much space on your website, use that extra space to promote your favorite blogs, your friend’s websites and other content that would be of value to your visitors.Similar Posts:

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From Twitter, Sphinn, Google Reader, Facebook, Amplify, Buzz and Friendfeed–you name it!–I have been gathering some of my favorite posts. These 5 personal favorite must reads have sparked some really awesome conversations, tweaked long term project plans and challenged a lot of great ideas. From social media, online marketing and project planning to business organization these posts will for sure to fill your thought bubbles, have you reaching for the phone to share a conversation about the value of flexibility and the future of social media.

1. June 4th, 2010: “In reality, companies should be embracing social media, and their employees time on it. By allowing your employees to spend a small amount of time on social media each week, your business can benefit tremendously. Here are five reasons why” – Social Media is Not Just for Your Marketing Manager, Vertical Measure
2. June 8, 2010: “You may have dealt with the frustration of not having very many people see your stories, of not having enough subscribers or readers. Nevertheless, you keep on documenting your story in your blog posts, your Facebook status updates, your Twitter feed. You tell your stories and hope people will hear you. ” How to Use Stories to Change the World, copyblogger
3. June 7, 2010: “Conversations will transpire with or without us and it’s through meaningful engagement and the introduction of useful content that help us earn ongoing relevance. As such, there are rules of engagement combined with a strict code of conduct that businesses must employ when taking a participatory role in the definition and perception of the brand and reputation online.” – 21 Rules of Engagement in Social Media, Brian Solis
4. June 4, 2010: “Most business can be done simply. There may or may not be grace and complexity to the execution, but the business is simple. ” – Simple Often Wins, Chris Brogan
5. June 4th, 2010: “we are exploring and building communities in new territories to connect with media turned bloggers and new influencers, as well as our customers directly.”The Hybrid Professional, Deirdre Breakenridge

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• Bigfoot Social Networking Conference!

This Friday June 4^th rub elbows with Seattle’s finest in online marketing with a focus on social networking and social media. The generous conference offers 13 sessions including some really amazing keynote speakers like Shauna Causey, and Derek Johnson.

If you are like me and like to learn hands on then this conference is for you. Structured to be interactive with plenty of time to share ideas you will be engaged at this all day conference. Bonus: You will be fed! So sign up today and come to Seattle’s real world social media conference and stuff your brain with great information.

“This very important conference is designed to get you, and your staff, up to speed on social networking and social media.”

Bigfoot – Social Networking Conference

Event Details:
All day conference focusing on online marketing and social media.
Date:Friday , June 4th, 2010
Time: All day!
Location:Kitsap Conference Center at Bremerton Harborside
100 Washington Avenue
Bremerton, WA 98337
Who: Entrepreneurs, Marketing professionals, those representing a corporation, non-profit or government organization

Morning Session

7:30 am    Registration and Networking
8:30 am    Welcome & Introduction of Sponsors
9:00 am    General Session & Keynote Speaker
10:00 am    Break
10:15 am    Breakouts A1 and A2
11:05 am    Breakouts B1 and B2
11:45 am    Break

Afternoon Session

12:00 pm    Luncheon & Keynote Speaker
1:05 pm    Breakouts C1 and C2
1:50 pm    Breakouts D1 and D2
2:35 pm    Break
2:45 pm    Breakouts E1 and E2
3:30 pm    General Session & Keynote Speaker
4:30 pm    Thank you and Closing Remarks

See you there!

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Meet one of my favorite social media, SEO, Search Marketing — you name it all around super star marketing ladies. Drum roll please for Joanna Lord!

Meeting and following Joanna through Twitter has been incredibly inspiring.  You will find her attitude to be positive, upbeat and—my favorite—genuine.

For the past two years Joanna has been an internet marketing consultant while launching her own site at YourJobStop.com, a job board for job seekers trying to gain an advantage through using social media. Recently she has taken a job as the Director of Customer Acquisition and Engagement at SEOmoz.org, a Seattle-based SEO software company.

I asked Joanna to share her thoughts on a variety of topics and she was kind enough write the responses you’ll find below.

A big thank you to Joanna for this excellent interview.

Connect with Joanna

@JoannaLord | Blog: www.joannalord.com | /in/joannalord

The Pros & Cons of Twitter:

Ha. I could go on for hours about this to be honest, but when you really nail it down I think the pro of Twitter is the con of Twitter. It is a new form of communication that enables you to connect at all hours of the day with as many people as you choose to connect with. The motivations behind that are what make Twitter either a great resource or a complete drain on your time. For me Twitter is an amazing marketing tool. I have always said it is above all a visibility engine. You can use it to push links, to drive traffic, to draw attention to a cause, or to get user generated feedback. On the negative side I do believe Twitter has saturated the value of the opportunities listed above. Anytime a new tool is discovered there will be a subset of people that abuse its value. Twitter has enabled certain people, companies, and brands to spam us, insincerely engage, and inflate their value with little to sustain certain claims. Just like any tool before it I believe Twitter holds an unprecedented value for those that use it correctly, and can be a dangerous advantage for those that abuse it. But for my uses I see Twitter as nothing but a great way to research things, learn new things, share what I’ve learned, and connect with others in an informal yet personal way.

Social Media Helping Professionally:

Like many of my marketing counterparts I have to admit that there are FEW ways it hasn’t helped me professionally. Marketers have the unique opportunity to use social media in two very important ways– to assist us in building other brands while also building our own brand. Social media has helped me broaden my professional network and strengthen my personal safety net of friends. I also use social networks as search engines throughout the day. These networks are key resources when it comes to competitive research, audience segmentation, not to mention they are a focal point in all of my press relation initiatives for brands or clients. I look at social media as an old rolodex on steroids, and if used correctly it can take anyone’s career and help them rebrand, revamp, and succeed in ways previously untouched.

Advice to Those Interested in Entering into Online Marketing

I actually get asked this one a lot and over the years my answer has stayed the same for the most part—learn as much as you can from wherever you can. Absorb it all. Read blogs, books, watch videos, attend conferences—do whatever your budget allows for. The more you expose yourself to, the more you understand the trends, the underlying strategies, and the foundational components to online marketing. As much and as quickly as it changes, some pieces really stay the same and by constantly exposing yourself to new information you can begin to gain a marketer’s perspective that will allow you to adapt as online marketing continues to evolve.

Dealing with  Negative Engagement

I am going to be honest here and say that I don’t have as much experience in handling negative comments on a blog as I do in handling just negative brand attention in general. I think everyone needs to know their answer to this question “Where do I stand on transparency?” For me personally I believe in engaging when the outcome could add a value that has yet to be explored. There are times on Twitter where I may get negative backlash on a personal statement, or on a client’s account and I don’t engage unless the discussion is a worthy one. Some people would say well if I am deciding what is worthy isn’t that bias? Maybe. However I really focus as much of my online efforts as I can on one thing—return. I see every discussion, exchange, conversation online as some sort of spend—time, information, energy, money, etc. What kind of return comes out of a negative exchange of personal opinions that send readers in circles? Not much. Now if they have a valuable point and exploring it in a public arena can shed light on a topic…that is a return. A great return. I handle them when they need handling in a professional manner, and I don’t engage where I feel it would offer no value for me, them, or the online community.

Staying relevant in PPC, SEO and Social Media

Ha. It’s hard right?! Our industry more than any other is constantly moving, changing, shifting, combining, and on and on…for me reading blogs and attending conferences has been a huge advantage by staying up-to-date on this industry. I also take great interest in the entrepreneurial community. If you actually look at the people I follow on Twitter or the people I exchange with daily you will be surprised to see that it’s not as many big names as you would think. I am always amazed by what newbies are doing, what they are trying, and what is working. They have a fresh perspective to the space that has loads to offer. So for me I really think it’s a matter of staying involved with your space now while keeping an eye on the new sites, networks, ideas, and technologies that are gaining momentum.

Top 2 Twitter Inspirations

Oh wow just two huh? Okay so…Ian Lurie (@portentint) has got to be one of them. He is a marketing consultant and the primary over at Conversation Marketing. Ian’s tweet stream is an exact replica of the man himself—it is full of amazing industry insights, great data from specific applications of complex marketing initiatives, and laced in there is a humor you will come to depend on. He has a unique ability to make me laugh in 6 words or less. He also offers up his moments of personal frustration which remind me that we are all in this together just doing what we can, trying our hardest. I definitely suggest following him. Second one would be Mack Collier (@mackcollier). He is a social media consultant for both small and large companies. His blog has been a favorite of mine for some time. Mack’s stream is a great example of what it means to really dedicate yourself to the potential of Twitter. He not only sends out great information keeping a personal voice, but heads up Sunday night #blogchat on Twitter which is a group conversation via Twitter on rotating topics related to online marketing, content, and social media. He is dedicated to bringing the community together in hopes of combining great brainpower. Mack has been an inspiration to me and many others for years.

Overcoming Objections to Social Media Marketing?

There are so many different objections to social media marketing. Whereas before people questioned if it had value, now they question can the value be quantified. I have a sneaky suspicion that the next argument will be in the form of backlash—has the industry swayed too far toward social and cannibalized the other channels at a detriment? Whatever the latest objection is I usually just take it with a grain of salt. For clients I do the usual competitive analysis and show them where they are missing out on conversations, action potential, and return. To the actual people who pose a question, like at a conference or over a glass of wine (yes that happens), I usually just blanket statement them with “well it has a lot of value; you can either explore it or ignore it.” I am a believer that social media holds value for anyone simply because it’s another way to hold a conversation, and from all my experience in interpersonal communication and marketing I can honestly say—communicating will always be more valuable than being silent. Silence is a key ingredient in chaos—chaos personally, chaos for a brand, etc. Social media is just another tool to help brands and users break the silence.

You Are a Superhero Marketing, PPC and Social Media Wonder Woman! Who is Joanna offline?

Okay I almost didn’t answer this because I in NO WAY am a superhero of marketing. But I will admit that I am a busy lady online. Offline…I think it really depends when you catch me. Some days I am kind of a nut—way too sarcastic, way too caffeinated, and way too curious. Other days—I sleep in, wander quietly, and just take it all in. I’m still trying to find the balance in it all…just like everyone else I suspect.

What keeps you inspired?

Finally an easy one! My family. My mom and dad raised us to know we can do anything if we work hard enough, my two brothers remind me to stay grounded and enjoy simple things, and my sister…well she is perhaps the best friend anyone could ever ask for. Anytime life gets crazy online all I have to do is call her and none of it matters. Everything online just stays online, and I am transported to some place with no inboxes, deadlines, or ROIs. Family for sure…best inspiration out there.

Connect with Joanna

@JoannaLord | Blog: www.joannalord.com | /in/joannalord

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