Image Credit: Twentieth Century Fox Corporation

Avatar has been a runaway blockbuster hit of the holiday movie season. Of course it is a film with spectacular visual effects, amazing new technologies and an original story, but we marketers also find it notable for its smart use of social media.

Avatar isn’t the first film to promote itself on Twitter, Facebook or MySpace—far from it. Every movie these days has its own Web site with rich video, Twitter handle, MySpace presence and more. What Avatar did that was unique was use these platforms in ways BETTER than anyone else has and APPLY LEARNINGS from other films.

For example, nearly all films run trailers online—it helps to drive traffic to the site and introduce the content to a broader audience. Avatar, however, did this twice as well: Not only did it roll out three different trailers (including one interactive one), but when fans re-mixed one of its trailers and mashed it up with other movies, the movie house stood by and let the fans have at it. It trusted its fans with the brand and permitted passion to spread and grow.

While service firm sites will never see the kind of adulation and interaction as a movie or consumer brand site, lessons abound for professional services firm CMOs and their events, thought leadership efforts and other promotional efforts:

1. Use your digital presences in concert with one another. Each site/page/link should fit into the larger constellation of the Web presence you currently manage, and you should have a clear strategy for how they play off one another.
2. Even if you are not the first to market in using social media, the opportunity to use it better than anyone else still exists. Professional services firms lag sorely behind in social media use, never mind using it for differentiation. That’s an opportunity.
3. Web 2.0 by definition encourages interaction with your brand. Embrace it. Monitor it, but jump in. Allow—nay, encourage—your employees, clients and prospects to interact with you in the online space, be it through reviews (both good and bad), citations, links, etc. The conversation will happen anyway—you may as well be a part of it.

Having an effective Web presence means so much more than just putting up a Web site. Professional services marketers can now choose from a mind-boggling collection of online tools to attract, inform and retain clients. Which ones should you choose to meet which objectives? How do you measure ROI?

On October 22, we set forth best practices, including the need to integrate online and offline efforts, in a 90 minute Webinar.

Topics included:

• How to develop a Web site that engages visitors
• Building a Web presence, not just a Web site
• Choosing among traffic building tactics

Download a copy of the PowerPoint slides, or view the Webinar in segments on YouTube.

Nothing could be more topical for professional services marketers than social networking. We’re all atwitter about the possibilities. After all, the delivery of professional services is built on relationships and that’s the promise of Facebook, LinkedIn, etc.  While the jury is out on the effectiveness of these tools, particularly the ROI, none of us is willing simply to sit on the beach while the Next Big Wave washes over us. So, let’s jump and explain to your folks why you have carpal thumb syndrome.

Understand the basics

Businesses can no longer ignore the growing network of people communicating online and through blogging specifically. The number of blogs indexed by Technorati since 2002 is roughly 133 million, with over 346 million people globally reading these blogs. That’s a lot of people! The challenge is to create a blog where people will visit—and return.

Set your strategy and define your goals

The culture of blogging is all about being real—real people sharing real experiences and insights. Often, novice bloggers confuse their business blog with advertising or PR efforts. They try to use their blog as a forum for self-promotion instead of delivering value to their readers. Yes, blogging can align with marketing, but don’t let it be your main goal. Readers ignore blatant advertising tactics. If you try to scam them as Sony once did, you’ll get trashed online. The truth will come out. Therefore, it’s important to identify the goals of your blog from the beginning and layout a strategic plan.

Some common goals:

• Gain industry exposure
• Build brand awareness
• Connect with existing customers
• Deliver value through relevant content
• Be seen in the industry as a thought leader
• Build communities of supporters
• Drive traffic
• Increase new business.

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