Archive for the 'Social Media marketing' Category

Is Social Media Marketing Effective?

Thanks to the folks at MDG

Infographic: The ROI of Social Media

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Social Media for Business in 2012 [Infographic]

Since it was a short week, we’re going to go with an infogrpahic from Patricia Redsicker.

2012 Social Media Report How Marketers Are Using Social Media for Business in 2012 [Infographic]

The Relationship Between the Brand and the Customer

I like Under Armor. I like Nike. I like Titleist.  Do I love them? No, it’s a platonic relationship.. Now where does that put me in the grand scheme of things when it comes to our “social relationship“? What do I want that relationship to look like? I know what they want it to be. They want me to friend, follow, like and fan all of their social sites. They want me to be available to them on all digital channels for all of their push style messaging.

But then what? What are we both supposed to do at this point. At best, the end game from the brand perspective should be transactional. Right?  In the interim, it should be me engaged with them building towards a transaction, and possibly sharing that engagement or brand experience with my friends.

At the least they, the brands, should be mining all of my demographic, social and personal data so that they can target market to me out the wahzoo. Again though, what do I get out of that besides the product that I may buy. If they were smart, they may have asked me what I want but the bottom line is that if I am friending, following, or liking a brand for a reason. I have a modus operandi. I have to. Right?

What is my strategy? Why do I or should I follow, friend, fan or like a brand? What do I want out of the relationship? What do I want from you Oh mighty brand that I adore?

Free Stuff, deals and coupons. That’s it. Let’s call a spade a spade and quit hiding behind fluffy connotations of the brand/consumer relationship. Give them deals, don’t screw them and if you do, make sure you make it right quickly. That’s the reality of the social consumer and the social brand.

The Consistency of Being Inconsistent in Digital

The only constant in life is change-François de la Rochefoucauld

Sometimes I think the toughest part of my job is trying to stay current.  And I’m supposed to be a thought leader? Ha! So if I’m thinking that, what does that mean for you or the CMO, the CTO or the Director of social, or digital marketing or marketing? It means we’re all in the same boat. It means we don’t have a lot of time to learn something, prove something, sell something, justify something and then run it up the food chain to the C-suite and back then back down. What’s more, let’s add the pressure of 3 concrete tenets in the digital space:

  1. Is what you’re doing making the company money?
  2. Is what you’re doing saving the company money?
  3. Is what you’re doing driving or building equity for the company?

If what you’re doing, does not concretely answer in the positive one of the above 3 questions, the clock is ticking. Digital is moving so fast, that it is really hard for a lot of digital leaders, or social media managers to show the results that are required from their C-suite counterparts.

Therefore, the one way to break through the light speed pace of digital is to know these five thnigs.

  1. Anticipate that things will change
  2. Be agile enough to change
  3. Be open to change
  4. Be inclusive
  5. You can’t manage digital if you don’t measure digital-but know what metrics matter.

Some things do remain constant besides change in digital though. It’s up to you to figure out what works for your organization and to build out from there, but always keeping an eye on what’s next. Be agile.

Is social media territorial? Should it be?

I was walking the dog the other night and watched as he “marked” his territory and naturally I thought about the  natural Tug-o-War that occurs with social. The desire for different departments wanting to own the “rights” to social media. Why do you think that is? Look at how strongly some people feel about the subject!

Danny Wong, the co-founder and Lead Evangelist for Blank Label says that PR should own social media because that department knows “what the appropriate messages are for the company’s followers.”

According to Chris Koch’s B2B Marketing Blog He just comes right out and states, It’s official: Marketing owns social media management, in which I agree with his next question, Now what?

Chris Kieff strongly believes, as usual, that it’s the bailiwick of the HR department and that HR should own social media; and if you don’t think there’s an opinion on that, look at the responses he got to his post

Lastly, Steve Radick thinks we all own social media. Wait cancel that, he thinks no one owns social media.

Now I’m confused.

But let’s think about this for a second. A dog marks his territory every day. The same territory every day. Why does he do that? Because another dog came along and marked the exact same territory as his own as well. This happens every day without fail. So the dog marking dance happens every day without fail. Sniff, then mark. Over and over and over again.

It’s simple really, it’s  not about ownership, it’s about establishing that you as an organization, are consistently there every day,  and making sure others know that you were there…every day, and that you are going to be there…every day. That’s all consumers want.

Does Engagement Equal Action? Should it?

Yesterday on an early morning flight to Detroit, I watched as the flight attendants went throughout the cabin pushing food and drink on the passengers. The passengers were prompted to look on page 26 of the inflight magazine to view what was available and what the cost was. When the flight attendants came to each row, the passenegers either looked up and told her no, looked up and told her yes and what they wanted, or never looked up. So how does the apply to social media marketing or even digital marketing?

Example #1. Let’s say you got the passenger to view what was on page 26 by tweeting the link. They clicked through but they didn’t buy. You now have some customer data so you know they were interested but they still didn’t buy. Would we call that enagagement? Through social media? Were there KPI’s that were met?

Example #2. The passenger views a YouTube video on what is being sold inflight. An hour after seeing the video, they buy a Coke. Engagement through social media? Measureable?

Example #3. The passenger here’s the message, reads the magazine, sees the tweet and views the video, and does nothing. Were they engaged?

I think sometimes we confuse social media impressions as a KPI. In social media, Engagement should be better defined with some type of actionable, measureable outcome. If someone clicks on a tweeted link and reads a blog post that prompts them to buy, but they don’t buy right away-Was it an actionable event? It’s actionable and measureable but generally it’s not measured because the action did not take place right then.

The waters in social media are warm and inviting to marketers but if they don’t better define what a successful outcome is and don’t better understand the subtle effect of an engaged action that takes place “later”-then they are going to always be dissapointed.

From Interruptions to Interactions-The Irony

Greg Verdino of Powered, wrote a book called microMarketing. I was asked and honored to review chapter 5. Before I give you my 2 cents on that chapter I have to tell you, it was probably one of the easiest reads on social media marketing that I’ve read in a while. If you swim in the waters of social media, you will know or be familiar with the numerous stories that Greg tells in his book. Though I knew all of these stories, it was great to read Greg’s insight and “take” on how little things mean more in the large vast wasteland of content hungry consumers and creators.

This is significant in that I just wrote yesterday about I think that Twitter as a network is declining, but as a placeholder for media consumption it has exploded. Greg’s book highlites the little in a big world and how THAT can be effective in getting your message heard or your product launched or service sold.

Now chapter 5. Find out about Henry Posner A fascinating story on how someone can be a late adopter but still utilize the nuances of social media marketing with an intense desire to connect with their customers and succeed. To quote Greg:

By applying the principle of surprise and delight to selected online interactions, businesses have the opportunity to generate goodwill and stimulate positive online word of mouth both online and off.

What does this mean? Here’s your bullet points of  what your online social interactions should consist of. These, for the most part are industry agnostic. They can apply to any business.

  • Establish a credible voice-Be an authority
  • Lend a helping hand- Don’t expect something in return
  • Kiss your customers on the cheek-Delight them.
  • Offer Thanks
  • Put a human face on the business

What you need to know-Quoting Greg again(It’s easy to do)

Doing the right small things to shift from interruptions to interactions lays the groundwork for making a related-and no less disruptive-shift from marketing in an artificially constructed (and artificially constricted) prime time to engaging consumers in real time.

The irony you ask? Small might be the new black.


The Deets

Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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