It seems to me that everyone throws the word 'social marketing' around these days to describe everything. I want to get back to the basics. To me, the genius of Facebook can be described as any example. When I want to find out the latest movies to see, the latest baby products that REALLY work, even down to the next car I should get, I poll my friends on Facebook. Say you have 600 friends (and yes, people do) and 30% respond with similar answers, what do you think will sway the buyer more?
An ad (print or online) can generate an idea (the idea to purchase), so in no way is that being discounted. Companies just forget to take that a step further, and that's where social marketing comes in.
Even Twitter comes into play. I shop a lot online, as do most people in their 30s do. I follow retailers, hoping I'll come across a great deal they post on Twitter. While scanning through my tweets (oh, I hate that word), I see other people I follow commenting on their latest purchases.
Facebook Connect is genius. People are starting to get it--retailers use this service, get a Facebook log-in window on their website, allowing users to tap their friend lists for input as they shop. Think about it--one person becomes a fan, all your friends see it, and they become fans too.
My take on the future, whenever that may be: shoppers will start using Facebook instead of search engines like Google, where most retail buys happen today.
Social Marketing in a nutshell: As more media outlets grow, the more word-of-mouth marketing opportunities the better. Don't discount friend power.
Showing posts with label social marketing. Show all posts
Showing posts with label social marketing. Show all posts
Sunday, October 25, 2009
Sunday, August 16, 2009
Integration is Key
All I hear lately in the media is about social media, and it gives businesses the wrong perception: that we need to shift marketing dollars from "traditional" marketing to online advertising and social media. In my opinion, this is not a wise decision for the long-term, and it's not as effective as integrating all forms of advertising.
Why did I choose to call my company a media company? Because advertising IS public relations, because online advertising IS social networking. Integration is key to a long term marketing strategy.
Studies have shown that consumers don't differentiate between sources of brand messages. They form their brand image from all media outlets to which they have been exposed. This is why consistency is key. No matter what media outlet you use, when you use the integration strategy I believe in, the last thing you want is to create brand confusion. Google "The Shack" and see why Radio Shack's latest strategy did not work. It confused people.
PR is going to become more important now and in the future, as clients start using integrated models. The days of social marketing OR print ads, visual storytelling OR banner ads is over. Think AND, not OR. It's up to media companies to make it happen, and our clients will benefit from this shift in thinking.
Why did I choose to call my company a media company? Because advertising IS public relations, because online advertising IS social networking. Integration is key to a long term marketing strategy.
Studies have shown that consumers don't differentiate between sources of brand messages. They form their brand image from all media outlets to which they have been exposed. This is why consistency is key. No matter what media outlet you use, when you use the integration strategy I believe in, the last thing you want is to create brand confusion. Google "The Shack" and see why Radio Shack's latest strategy did not work. It confused people.
PR is going to become more important now and in the future, as clients start using integrated models. The days of social marketing OR print ads, visual storytelling OR banner ads is over. Think AND, not OR. It's up to media companies to make it happen, and our clients will benefit from this shift in thinking.
Thursday, August 13, 2009
When Social Networking Pays
For me, social networking is all about generating goodwill, but as advertisers it's hard to show tangible results. But tangible results are not the point right now. Right now it's to form a "community" of customers who want to interact about your product and/or service.
With that being said, social networks pay more when only the top customers are invited to particpate, and truly exchange helpful information. Past thinking has been, "hey, let's invite the whole world." I don't think this is as effective. Make your social network useful and the more goodwill you will generate. You will build more top clients and that is how to make your network grow. Fast and "let's just throw it out there" is not the way to go.
Customers will use the network to get answers to problems quickly, also reducing time your office staff has to spend answering questions. The new term for this type of social networking is called "narrowcasting", and I believe it's most effective RIGHT NOW. All the free support your clients are sharing saves companies time and money, and that's the bottom line.
With that being said, social networks pay more when only the top customers are invited to particpate, and truly exchange helpful information. Past thinking has been, "hey, let's invite the whole world." I don't think this is as effective. Make your social network useful and the more goodwill you will generate. You will build more top clients and that is how to make your network grow. Fast and "let's just throw it out there" is not the way to go.
Customers will use the network to get answers to problems quickly, also reducing time your office staff has to spend answering questions. The new term for this type of social networking is called "narrowcasting", and I believe it's most effective RIGHT NOW. All the free support your clients are sharing saves companies time and money, and that's the bottom line.
Monday, July 27, 2009
Social Marketing Example: Roxy
Everyone knows in today's climate of ad harassment, word of mouth is everything. Hence a new marketing catchphrase 'social marketing'. Well, I want to illustrate how that is done wisely. Love what Roxy, a brand of clothing for girls, accomplished this.
What do you and a brand like Roxy have in common? The need to connect with their customers on an ongoing basis, and in Roxy's case, have them advertise their clothes. Instead of going the traditional focus group route, they started an online community of over 900 girls. These girls were handpicked in stores across the country, deemed by Roxy as the trend-setters among their peers. Genius!
The first sell was to the girls, already fans of Roxy by being in the store. Roxy upped the ante by offering the girls exclusivity--making them feel important by allowing them to provide direct feedback on the clothes and get exclusive discounts on stores. The girls that are chosen by Roxy receives a welcome package which includes the latest clothing designs.
Now Roxy can get immediate responses to surveys--if Roxy poses a question on the message board, she'll get responses in minutes. They have over 300 active members who post several tims a day. Can you imagine having enough reponses to where in the SAME DAY you can go back to your uppers and enable them to make quick decisions?
Love this marketing initiavive for these reasons: feedback from a qualified team of customers (on trends, etc), lightening quick word of mouth marketing for this age demographic, and mainly that Roxy has made them feel important, and hence they are ACTIVE 'brand ambassadors'. It's a win-win (Roxy gets the info they need, their brand ambassadors get great discounts) that is a great marketing strategy for today, and can be applied to many industries now.
What do you and a brand like Roxy have in common? The need to connect with their customers on an ongoing basis, and in Roxy's case, have them advertise their clothes. Instead of going the traditional focus group route, they started an online community of over 900 girls. These girls were handpicked in stores across the country, deemed by Roxy as the trend-setters among their peers. Genius!
The first sell was to the girls, already fans of Roxy by being in the store. Roxy upped the ante by offering the girls exclusivity--making them feel important by allowing them to provide direct feedback on the clothes and get exclusive discounts on stores. The girls that are chosen by Roxy receives a welcome package which includes the latest clothing designs.
Now Roxy can get immediate responses to surveys--if Roxy poses a question on the message board, she'll get responses in minutes. They have over 300 active members who post several tims a day. Can you imagine having enough reponses to where in the SAME DAY you can go back to your uppers and enable them to make quick decisions?
Love this marketing initiavive for these reasons: feedback from a qualified team of customers (on trends, etc), lightening quick word of mouth marketing for this age demographic, and mainly that Roxy has made them feel important, and hence they are ACTIVE 'brand ambassadors'. It's a win-win (Roxy gets the info they need, their brand ambassadors get great discounts) that is a great marketing strategy for today, and can be applied to many industries now.
Saturday, July 11, 2009
Social Media, A Personal Take on Twitter and Facebook
All I can do is talk about NOW. We'll see how 'social media' plays out in a few years. Depending on what you are trying to promote, whether it's a product or service, a "throw yourself out there" approach almost never works. The strategy kicks in when you ask "what do I want to get across". Sounds easy, almost never is.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
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