From retail to disaster relief, social chatter is making a difference

With social media giving retailers a more meaningful — and potentially more cost-effective — way to connect with customers, businesses are lining up to find ways that Facebook, Twitter, and a host of other networks can work for them. Some companies have seen intense social chatter about their products while others are still struggling to gain their footing. And for those who are just getting started – with one media or all of them – the road can seem daunting.

Juliette Powell

So when the book “33 Million People in the Room” came across my desk, I was intrigued. In the book, author Juliette Powell, an integrated media specialist and co-founder of the Gathering Think Tank, set out to provide a unique perspective on the social media phenomenon specifically as it relates to retail and ROI. In advance of her keynote at the Retail Innovation & Marketing Conference,  Juliette accepted our invitation to discuss her book, how to start a social media initiative from the ground up, and outline the biggest mistake companies make with social media. Read on:

Tell us about your recent book, “33 Million People in the Room.” What’s the story in a nutshell?

Imagine everybody you’ve ever known standing in the same room, each with their Rolodex out and ready to go.

The book uses some case studies from retail specifically. Can you give us a few highlights?

I’ll do better. For anyone who reaches out to me via Twitter or Facebook, I will send them a free digital copy of my book including examples from Best Buy, Nintendo and Threadless.

Without question, social media has played a huge role in the recent catastrophe in Haiti. Talk about that.

The figures speak for themselves: $21 million raised so far for Haiti has been collected through donations made through social media. Since this unspeakable tragedy has befallen the people of Haiti, a movement of unprecedented solidarity very tangibly expressed through social media has emerged to demonstrate that in emergency situations, digital and social media is faster and more effective than traditional media.

What’s the biggest mistake you see companies make when it comes to social media?

Independence is a key element for a thriving community. Without the freedom to openly express their opinions, the community will move on until they find a place where they can.

Can you offer any insights or tips to retailers who are trying to start a social media strategy from the ground up?

There’s no point in building a massive campaign when you have multiple affinity-based audiences because you cannot be all things to all people. Start on a smaller scale and grow along with the community as they tell each other – and you – what they want and really need. Forget about using social media to market or sell products and focus on finding ways that your brand can add value to already existing communities that make sense for you. Listen and empower your growing community while remaining flexible and attentive. The more engaged and emotionally involved they are, the more they will gladly do your work for you. Apple does an exceptional job of this.

I hear you’re already starting on a new book. Tell me about it.

I’ll give you a couple hints: leadership in a digital age and interdisciplinary collaboration are at the core of my thesis.

If you could pick only one social network to participate in, which would you choose and why?

I’m a great believer in picking the people that add the most value to your personal and professional lives and then finding the online platform where most of them already participate. In my case, Twitter is still the most useful for finding, sharing and updating pertinent information like industry-related resources and trends. Anyone can just reach out to me and we can share an instant connection about digital media, using digital media. It is so much more efficient than handing out a business card.

You’ve met some pretty incredible people during your career. Who were some of your favorites?

Nelson Mandela, Sir Richard Branson and the thousands of people who connect with me online every day to share their stories, ideas and insights. Remember, no one person knows what the network knows.