Buzz, buzz, buzz. These days it all seems to be about social networks, social media and social marketing. Yeah baby, let's get social! The thing is, all this buzz is generating an awful lot of confusion and head scratching at companies all around the globe. Everyone from the CMO down is doing their best to digest all the information, consider the opportunity and figure out what, if anything, they should be doing.
Well here's some free advice from your friends at Fresh Fuel.
Go slow.
Like anything you're planning to do in marketing, jumping into social networking requires a carefully thought out strategy. You can't just throw up a Facebook or MySpace page. You can't just jump on Twitter and start "tweeting." You can't just throw up a "viral" video on YouTube (BTW, anyone who tells you they can make you a video that will go "viral' is lying). You can't just start a blog, or toss your brand blindly into any of the many other social marketing option out there now (and new ones popping up daily). Every single one of the things I just mentioned and any others you may be considering require individual strategies, careful thought about how much cost and effort will be required internally and externally to implement them, and ROI analysis. On top of that, all of these "tactics" should be part of an equally well thought out and carefully considered overall social network media and marketing platform detailing strategy, objectives and metrics .
I can't tell you have many times we have heard, "Shouldn't we be on MySpace," or, "Shouldn't we put up a blog?" Our first response is always, "Why?" Usually answered with, "'Cause everyone's doing it?" Which of course leads to the thing your Dad used to say a lot when you were a kid, "Would you jump off a bridge because everyone else is doing it?"
Basically, this stuff is so new and blooming on the marketing radar so quickly that most companies aren't really thinking about "why" they want to participate. They are used to applying all kinds of research, analysis and measurement objectives to determine the efficacy of traditional marketing approaches. But in this emerging digital world, companies seem to be taking a "Go west young man" approach. Yes there is potentially "gold in them thar hills." But just hitching up the wagons and heading out in search of it blindly is most definitely the wrong thing to do. So what is a brand to do?
First things first. Is anyone going to care?
That's right, who cares? It's the first and most important question you need to answer before jumping into the fray. If your market prospects or audience aren't online... well, you'll basically be jumping off the aforementioned bridge and the fall will cost you an arm and a leg. More about how to know if your audience is out there in cyberspace later in this post.
It's not about selling yourself, it's about engaging and sharing.
The best companies using social networks are participating, not selling. They are engaging in and contributing to the conversation and actively sharing relevant content their audiences find useful and rewarding. The upshot of that is that the info gets passed along, buzz and goodwill build, and they are well on their way to becoming valued social network citizens. Additionally, they are monitoring what people are saying about them and acting immediately by answering questions, responding to complaints or thanking people for their support and enthusiasm. The best companies online are actively building relationships and encouraging interaction with their brand. And they are doing it in small, subtle and meaningful ways; not selling, but soft-peddling.
What about your Web site? Will it fulfill the promise of your
social networking efforts?
Let's face it, the end result of putting your brand out there on the socnets is to gain fans and ultimately sales. So, ultimately, it stands to reason that all your hard work will push people back to your company Web site. they will come for more information, to buy something, to become part of your "club" or myriad other reasons your social networking activities provoke. So here's the deal. If they show up and find a Web site that doesn't reflect the social network brand persona you have created, they will be sorely disappointed. A static brochure-ware site, or even something a little more dynamic, that does not fully-engage and provide a rewarding experience from the get-go will send them off to look for greener pastures. It's no different from the brick and mortar world. If you don't fulfill the promise of your advertising with a dynamic, positive in-store experience, you will generate bad buzz and you will ultimately fail.
The bottom line, before you do anything else, fix whatever is wrong with your Web site, optimize it and make sure it is an accurate reflection of your total brand experience. Yes, this can be expensive. But it will be money well spent and provide the foundation and gateway for your overall digital strategy.
Go with the "Groundswell."
Now here's some free advice from the authors of "Groundswell",
Charlene Li and Josh Bernoff. They are both VP principal researchers at
Forrester Research. It's an outstanding study of the whole social genre
as it now exists and presents fact-based analysis to help your brand
run the gauntlet while minimizing potential injury. Here is what they
have to say regarding when brands should use social networks.
1. "Use the Social Technographics Profile to verify that you customers are
in social networks."
Forrester has developed a very useful (FREE) Social Technographics Profile tool to help you verify that your customers are actually online and in social networks. You can find out more about how this works by reading the book or following the links to the Groundswell site above.
According to Li and Bernoff, "If half of them are Joiners, then marketing through social networks makes sense."
Head to their website and give it a whirl.
2. "Move forward if people love your brand."
If you already have raving fans, you're more than a step ahead. As Li and Bernoff put it, "Brands like Victoria's Secret, Adidas, Jeep, Target, and Apple have loyal followers who will friend them. A company like Sears without such avid brand enthusiasts will have to think and work a little harder."
3. "See what's out there already."
If you have any kind of presence off-line or on, people are probably already talking about you. Li and Bernhoff point out that Mountain Dew addicts created an unauthorized MySpace presence with almost five thousand members. According to them, "The existence of groups like this shouldn't discourage brands - making friends with them will help you get your own group off the ground."
4. "Create a presence that encourages interaction."
This is all about deep engagement with your fans on MySpace or Facebook, or anywhere else for that matter. Li and Bernoff ask, "How will you enable that? How will you respond to wall postings? And what interactive elements - wallpaper, badges, widgets - will you provide so that people can spread your brand or message?" They also point out the resources and effort required to make this happen. "You'll need staff responsible for programming the page and responding to comments, just as if it were part of your Web site. Then prime the pump with a little advertising to your targeted audience, and watch the people spread your messages."
So there you have it. Much Fuel for Thought. I highly recommend reading Groundswell. And, of course, calling us here at Fresh Fuel if you would like more of our advice. Check us out at freshfuel.com (shameless plug, I know).
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