This post is actually about more than just social media. But let's face it, from a marketing perspective, Social media is the topic du jour. The mantra to corporate America and small business in magazines, blogs and white paper after white paper is get on the bandwagon or lose in the accelerating age of "digital marketing." It's generating a whole new industry of "experts" (yes, you too can be a certified social media expert for just $1495). And social media is generating buzz that is making C-level execs and mom and pop jump to attention and run to the Internet like a swarm of African Killer Bees was about to fly up their you-know-what's. It's that kind of reaction I'd like to focus on here.
Social Media, or Social Madness?
At Fresh Fuel we talk to a lot of companies, both clients and prospects alike. The buzz has got to them, too. And who can blame them for looking for silver bullets in these sour economic times? What we're finding as we talk with companies is that they fall into two camps.
1. They think they are ready to make the leap but have done nothing yet.
2. They have already hitched up the wagon and got themselves a Facebook page, Twitter account, blog, YouTube page or combination of the above. Companies in the second camp are either doing nothing with their new "assets" (because they don't know they are supposed to do), or they are participating somewhat, but usually doing it all wrong. The wheels are already wobbly on the bandwagon.
As a Brand Action Company, we preach method instead of madness... strategy into actions. So when confronted with these situations, we typically ask a one word question... "why?" Why do you want to be on Facebook? Why do you want to have a blog? Why do you want to be on Twitter? The answer is typically, "because we know we have to be there, everyone's doing it." This may be true, but it's a reason, not a strategy. And that, in a nutshell, is the problem.
Strategy is fundamental to success... in any business endeavor.
A lack of strategy in the social space is the biggest mistake many companies make. And it's not just for Social Media. In many cases there is no cohesive strategy for their entire
online efforts... from their website to their pay per click campaigns. They haven't taken the time to learn what these new tools can do for them, or how to correctly use them within the context of their business objectives. Again, who can blame them? Most businesses and marketing people are scrambling just to stay on top of what they are already doing and keep their companies afloat.
The companies we typically talk to usually do a bang-up job offline. They generally have an overall marketing plan and well-thought out advertising and media strategies, often supported by good creative - TV, radio, direct mail, outdoor, you name it. But when it comes to the Internet, here come those
killer bees and reason goes out the door. It's replaced by a "gotta be
there now" mentality that usually defies logic (and planning).
This is where companies need to take a deep breath and slow down. After all, it is called social "media." In the brick & mortar world, there would be meeting after meeting debating the merits and potential ROI of one channel or another to distribute "the message." Before a single dollar was spent, documents would be generated, poured over and revised until everyone was on board with the plan. The result would be a clear strategy, defined tactics and measurable goals. All within the context of an overall marketing plan/strategy defining business and communication objectives for the brand.
It should be no different online.
The overall marketing plan for your brand mentioned above should serve as the guide for your online communication strategies. Granted, most online efforts and especially social media are very different from a TV commercial, or a print ad, etc. Social media is a actually a reinvention of the way companies can interact and communicate with consumers... essentially a high-tech return to the pre-tech days when word of mouth and personal interactions werethe only way goods and services got sold. It even has the potential to revolutionize how companies function and share information internally (more about that another day). Social media is by no means advertising. So it's not surprising the concept is hard to get a handle on from a brand and marketing perspective. Compound that with the fact that how to measure SM effectively is still a hotly debated topic and it becomes even more apparent why creating a sound strategy for joining the conversation is necessary and vital. Without a clear understanding of how to use social media, or any other "digital media" tool or channel, and without a well-thought out umbrella Internet strategy with individual strategies defining your goals and objectives for each digital media choice, your chances off success are minimal.
So what to do? Firmly bolt on the wheels.
If you are determined to jump on the Internet bandwagon (and you should be), here's a way to look at it that might shed some perspective:
- On this particular bandwagon, think of its axles as the Internet.
The Internet is changing everything for marketers. You are no longer in control of your brand, the consumer is. Influencers and customers are telling you what they want you to be. They are not so much consumers anymore, they are participants. So it stands to reason that you can't just go there and do what you do in the brick & mortar world. You need to understand the digital world and its inhabitants and you need to engage them the way they want you to in order to get results.
ACTION REQUIRED: Before you do anything else, learn all you can then develop an umbrella Internet marketing and communication strategy for your brand.
- The wheels necessary to get the bandwagon moving bolt on to the axle hubs.
The hubs represent your website(s). At Fresh Fuel, we believe you should put your website(s) at the center of your marketing universe. Everything you do, both online and offline should push or pull to your website. Nothing else in your arsenal can let people experience your brand and create preference for your products, services and expertise better than a well-branded, content-rich, search engine-friendly and engaging website. Before you do anything else, you need to invest in your website to make it an effective tool to get the results you're hoping for on the Internet.
ACTIONS REQUIRED: First, understand what it takes to create an effective website in 2009 and then, develop a separate strategy (within the context of your umbrella Internet strategy) for your own website. Next do a thorough, critical audit of your current site to see if it has what it takes to fulfill your Internet strategy. It is critical to get your website right before you do anything else. These actions may require outside expertise. Remember, this is an investment, not an expense. Read Greg's post "If they find you, what do they find," for more on this topic.
- The wheels themselves represent your overall marketing efforts.
They roll to build momentum, push/pull people to the hubs (your website) where they are engaged to take action and advance your business objectives forward.
ACTIONS REQUIRED: Audit everything you do at every consumer touch-point, online or off, to make sure it pushes or pulls people to your website. Then make sure your site is fully optimized to engage them and achieve your business objectives. There's no point leading them to water if there is nothing to drink.
- The wheels are supported and strengthened by their spokes.
These are the tools, channels and marketing tactics you use to achieve your business objectives.
ACTIONS REQUIRED: See above. Make sure the spokes (TV, print, radio, outdoor, online display campaign, search marketing, social media, etc, etc., etc., are) are tight. In other words, well thought out with individual strategies and measurable objectives for all.
- The horses pulling the wagon are you.
If you don't have a team of people in the marketing department or money to spend on outside resources, there is no way around this. All forms of marketing require an investment of your time, online or offline. But social media requires much more of your time for it to be effective for your business. You can't just be on Facebook, or Twitter, or start a blog. You have to participate and engage daily. You have to update content regularly (be it blog posts or twitters), monitor what's taking place, respond to the conversation (both good and bad) and have an authentic voice. You absolutely must commit to developing an ongoing dialog in the online world that is not about selling, but serenading. It requires a fundamental shift in thinking and to make it work for your business, you must understand how it works and what it requires... time, and lots of it. If you can't commit the time, do not commit to social media. There are better ways to invest your marketing dollars until you are able to do it right.
Don't just do it, do it right.
To sum up this lengthy but hopefully helpful post, we absolutely believe in the power of the Internet and social media in particular. Companies absolutely need to jump on the bandwagon to be successful in the future. The game has changed and will continue to as people become savvier and seek more control over the products and services they consume.
In a related post worth reading, Fresh Fuel's own Greg Williams wrote, "realize that today's consumer is no longer just a consumer,
instead they are multi-dimensional. Your consumers have become a user,
a producer, a participant, a community and more. They hold more power
today than ever before because it's now easy to spread a message good
or bad with the click of a mouse. Your customer is now your critic or
your champion and they will manufacture content about you, your product
or service. The goal is to give them the power to work for you ...
social media at its finest."
Brands definitely need to climb aboard. Just understand that it isn't easy and it (social media) most definitely is not cheap. Participating correctly requires an enormous time investment and, more importantly, a carefully thought-out strategy - for SM and everything else you do in the digital realm - designed to take you down the trail and firmly stake your claim in Cyberspace.
At the end of the day it's about having all your ducks in a row - offline, online... inline - it's a brand action process we follow for our clients called Inline Branding®. If you're interested, check out Fresh Fuel's fuelosophy on the subject and let us know what you think.
Photo Credit: TwOsE's
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