The May issue of Fast Company Magazine features a great article by Ben Paynter on the proliferation of social media tools and how major consumer brands are using them to build customer loyalty. The article, entitled “Five Steps for Consumer Brands to Earn Social Currency”, is also very applicable to non-consumer brands, including many of the B2B technology companies we work with at the Bateman Group.

The impetus of the story was a new study by Vivaldi Partners and Lightspeed Research examining how companies create true value from social media and online community. Not surprisingly, the study revealed that many brands are still using social media to drive buzz, often too fixated on the numbers, i.e., “We’re up to 100,000 Facebook fans now, how cool are we?”

The study offers great insight and real-world cases on what works. Even better, Fast Company’s Paynter did an excellent job dissecting the study for the best five lessons. If you haven’t abandoned this post yet to go read the full article, you should! If you’re too lazy or pressed for time, here’s the Cliff Notes version:

It Ain’t All About the Numbers – Just look at Dunkin’ Donuts and Starbucks. The former has 80% fewer Facebook and Twitter followers than Starbucks. Yet Dunkin’ Donuts fans are 35% more likely to recommend the brand, according to the study. This is because Dunkin’ takes a more advocacy-driven approach. Their create-the-next-doughnut contest drew nearly 300,000 different entries this year and has become an annual event.

Context is King – Beer drinkers don’t give a rat’s ass if their beer tastes great or is less filling. At least they don’t talk about it with their drinking buddies. This means bottle packaging holds little relevance and that the bonding or “social context” during consumption is what’s most important, according to the study. Anheuser-Busch’s bud.tv encouraged being a solitary Web potato and failed. On the other hand, Bud’s attempt to brand “fan cans” in collegiate colors for tailgating was on the right track. Unfortunately for Bud, it was foiled by college administrators who viewed the campaign as condoning underage drinking.

Not All Brands Need a Facebook Page – Mass-market utility brands such as Gillette aren’t likely to see much upside in social currency, says the study. Gillette has loyal users: 96% of respondents in the study touted its good quality and reliability. Yet Gillette jumped on the social media bandwagon, producing a series of YouTube videos giving tips on how to “manscape” down below. One video shouts, “When there’s no underbrush, the tree looks taller”. Really, Gillette? Really?

Social Tools are Just That: Tools – Axe definitely pushes the envelope with its racy ads and viral videos on CollegeHumor. But does the body spray product really help guys close the deal? Because Axe’s social media strategy is pure goofball, the study concludes that it doesn’t translate as strongly compared with a more serious brand such as Clinique. Clinique’s educational YouTube how-to tutorials on applying makeup have earned it stronger social currency in the end.

Social Media Stunts are for the Birds – Two social media campaigns launched by Wendy’s and Burger King prove this point. Wendy’s “You Know When It’s Real” campaign featured commercial spots, online games, and contests about how it’s never-frozen patties are cooked to order. Burger King’s much buzzed “Whopper Sacrifice” asked fans to drop 10 friends on Facebook to get a free hamburger. Today, BK’s fans have moved on, but customers trust Wendy’s products much more, concluded the study.

To download the full report, visit: http://www.vivaldipartners.com/pdfs/Vivaldi_Partners_Social_Currency_US_Report_2010WEB.pdf.

For those of you social media pros in the know or brand marketers with good common sense, none of these lessons should come as a big surprise. What they all remind us is that any social media initiative needs to be authentic to the brand’s identity and engage its audience in the way they expect and want to be engaged with. If you’re an irreverent brand, it’s fine to perhaps push the limits a bit further. Just be mindful that all the buzz (Facebook fans, YouTube views, etc.) might not translate into more engaged, brand advocates in the end.

We know 2010 will be another fast-paced year filled with new and exciting opportunities for the Bateman Group.  January was a growth month for the firm and February is forecast to be one of our busiest on record.  In order to maintain our superior service levels (and some semblance of sanity), we need to expand our team. We’re seeking exceptional candidates to come in and interview for both Associate and Senior Associate positions at the firm immediately.

Here’s the skinny…

Our base salaries are extremely competitive (but vary based on experience) and our benefits package is considered second to none. It includes 100% paid health, vision and dental insurance; 401K plan with company match; state-of-the-art technology tools including the latest laptops and iPhones; three weeks paid vacation the first year; nine paid sick days; new business referral bonuses, new employee referral bonuses, domestic partnership benefits; free monthly parking; beautifully designed office space; and a convenient location near freeway entrances and public transportation. Last, but not least, we offer a nurturing working environment that supports life/work balance like no other.

Candidates should reside in the San Francisco Bay Area with an ability to work full-time from our offices near Potrero Hill. He/she must able to set priorities and deliver results using excellent written and verbal communication skills. The candidate also should be accustomed to working autonomously under pressure, be extremely self motivated, proactive and deadline oriented. Furthermore, the Bateman Group looks for people who are passionate about technology, have excellent client service skills, proven experience with technology trade, business and social media, a strong team orientation, and would enjoy the opportunity to work closely with agency senior management on their own career growth. Finally, he/she must able to leave their ego at the door, but not their sense of humor.

Responsibilities include:

• Providing exceptional client service, from strategies to tactics
• Creative, proactive communications and business development, including new media (podcasting, blogs, RSS feeds, etc.)
• Driving account activities, positioning ideas to managers and clients, implementing programs and presenting results as they follow
• Content development including: communications plans, press releases, corporate backgrounders, customer case studies, speaking abstracts, awards submissions, contributed articles, etc.
• Executing proactive editorial and social media/blogger influencer outreach programs
• Planning and organizing press/analyst tours and tradeshows
• General account reporting/administrative tasks
• Contributing to business development initiatives and internal training programs as requested

Requirements include:

• Senior Associates possess 3-5 years of high-tech public relations, communications or related professional experience; Associates possess 1-3 years experience (including internships)
• Pre-existing knowledge of at least one of our four main practice areas: 1) Software for consumers, developers, and the enterprise; 2) Systems for the transport of voice and data; 3) Security of the network, desktop, device or data; and 4) Services targeting both businesses and consumers.
• Excellent organizational, communications (written and verbal) and time management skills
• Established relationships with technology trade press/analyst community as well as business press
• Prior client service experience required; new business experience preferred
• Proficiency with basic computer and PR tech applications including Cision, Lexis, Sysomos, Meltwater, CatchPole, Google Docs and News Alerts, MS Office (Outlook, Word, Excel, PowerPoint, etc.)
• Additional technology prowess given priority (blogging, podcasting, RSS feeds)
• Ability to travel to and from client/new business meetings as appropriate

If this describes you, please forward a cover letter and your resume via email to: hr@bateman-group.com

We’re not seeking freelancers or contractors for this position – full-time candidates only, please. Individuals lacking technology experience, either agency or in-house, need not apply. No phone calls from candidates or inquiries from recruiters, please. The Bateman Group is an equal opportunity employer.

On June 25, 2009, we launched Bateman Banter, the Bateman Group’s official blog on topics and trends in communications, public relations, marketing, social media and technology  – and the areas where those topics intersect.  We thought our growing readership would appreciate a recap of the blog’s most popular posts from our first six months. For those of you visiting Bateman Banter for the first time, this post will do a good job catching you up. We’re looking forward to seeing all of you return for more Bateman Batner in 2010.

Bateman Buzz Meter – Editions One, Two and Three. The brainchild of our very own Shannon Walsh, Bateman Buzz Meter is our take on the best and worst industry headlines and PR campaigns . From the Tiger Woods fiasco to Facebook’s new privacy settings and lots in between, the Bateman Group organizes the latest news, PR stunts and blunders in a colorful and easy to read matrix each month.

12 Days of Christmas in Silicon Valley. If you haven’t seen it yet, our holiday video card features the Bateman Group’s special rendition of the 12 Days of Christmas performed by the amazingly talented Gale Bradley Singers. Fred put it best when he described the video as “a parody of what we can only call ‘Silicon Valley values’ at a time we can all use a good laugh.”

Open Social Media Strategy Pays Off for Panda Security. This post highlights how the Bateman Group’s client Panda Security has embraced social media to transform itself from an introverted and technology focused company to an open organization that is able to better interact with its customers, partners, and employees.

Are spokespeople going the way of the dodo? In this evocative post inspired by a Wall Street Journal article, Tyler Perry (not to be confused with Tyler Perry) answers the question: Will corporate blogs replace company spokespeople?

37 Signals Satires Twitter Valuation: Why Didn’t I Think of That?! In this post by yours truly, I call out the best tech industry PR stunt of the year: 37Signals’ satirical press release about its billion dollar valuation in response to Twitter’s one billion valuation. 37Signals’ CEO Jason Fried jokingly justifies his company’s valuation based on investors who are paying $1 for 0.000000001% of the company. Brilliant.

Facebook vs. Twitter: Which is Better for Marketing your Business? In this controversial post inspired by a New York Times article, Lisa Melsted offers her prediction about how B2B versus consumer brands will get utility from Facebook, LinkedIn and Twitter in the future.

To Embargo or Not to Embargo? Prompted by the Wall Street Journal’s decision to no longer honor  embargoes,  Tyler Perry discusses the implications of this policy shift for brands, PR, and the broader media landscape. Only time will tell what embargo policy shifts are in store for 2010.

PR or Advertising: Who Should be Managing your Sponsored Conversations? In this post I introduce the emerging and somewhat controversial concept of ’sponsored conversation’ and explain which camp, PR or advertising, is better positioned for success in these new waters. And the winner is…PR.

Bateman Group speaks out on information overload. The fragmentation of the media landscape and explosion of the blogosphere has made it increasingly challenging for PR practitioners to stay on top of not only the news, but the conversations most relevant to our clients. In this great video post by Amy Ziari, she interviews some Bateman Group employees about the history of how PR firms have monitored media and what tools they use to stay productive in an era of information overload.

Finally Putting “The Article” to Bed. In this witty and insightful post, Fred weighs in on the heated debate sparked by Claire Cain Miller’s July 4^th New York Times article on the Evolution of PR in Silicon Valley. Fred offers some great perspective on the different styles of PR, comparing and contrasting approaches perfected by new kid on the block Brooke Hamerling and industry veterans like Andi Cunningham.

Introducing Bateman Banter, the official blog of the Bateman Group. Fred pens the inaugural Bateman Banter post and lays out our editorial mission and unique P.O.V.

Thanks for your feedback and inspiration over the last six months since Bateman Banter has been and please continue to join the conversation by sharing your thoughts and perspectives with us.

We’re excited to announce the addition of music education nonprofit Little Kids Rock to the Bateman Group client roster. LKR is a national music program that provides free instruments and instruction to underfunded public schools.

Beginning this month, we will provide Little Kids Rock with pro bono PR and social media marketing services aimed at raising awareness of the organization’s vision and mission, as well as its innovative approach to music education. Bateman Group Vice President Bill Bourdon is leading the charge on this and was responsible for connecting us with this very high-profile pro bono work.

In 1996, elementary school teacher David Wish grew frustrated with the lack of funding for music education at his school and offered an after-school guitar class to some students. What began as an informal project led by a single school teacher and a handful of volunteers has grown into one of the nation’s leading music education nonprofits with chapters in 20 cities nationwide. Today, with the support of Honorary Board Members Bonnie Raitt, Paul Simon, BB King, Slash, Ziggy Marley, Les Paul, Jason Newsted and a host of celebrated friends in the music industry, Little Kids Rock is poised to significantly extend the reach of its life-changing programs throughout the United States.

Needless to say, the team members are more than exuberant about beginning the work and determined to make a positive impact right away.

We were pleased to announce this week that Kapow Technologies and Solace Systems have both selected the Bateman Group as their PR and social media marketing agency of record. Work for Kapow Technologies began in earnest in May and programs for Solace Systems kicked off in June.

Based in Palo Alto, Calif., Kapow Technologies eliminates the barriers to accessing, enriching and serving enterprise and public web data, allowing Fortune 1000 companies to create high-value applications using timely, relevant web data sources with no coding required.

Located in Ottawa, Ontario, Canada, Solace Systems is a leading provider of content networking and messaging middleware equipment for enterprises, information providers and service providers globally.

Please join us in welcoming Kapow Technologies and Solace Systems to the Bateman client roster!