Major brands may be reluctant to integrate social media, traditional marketing
Aug 17th
I see some brands that are reluctant to integrate traditional marketing (website, blog, email, or offline/online advertising, promotions etc.) until their social media programs are deemed “successful enough.” For these clients, it helps to have good analytics, a focused pilot, and to plot out the integration with their marketing strategy in phases.
Other brands have jumped head-first onto the social media bandwagon because they HAD to be there, but with minimal strategy, focus, and expertise and haphazard alignment to marketing/business objectives. They’re now wondering why they aren’t seeing the returns hyped by the media. These clients are open to integrating social media into their marketing mix – they just need help evaluating the best way to go about this – choosing the right channels, campaigns, and communication strategy.
What accountability does the social media aspect of brand management have? What metrics are in place and what tools do you use to measure progress?
The social media segment is finding itself increasingly accountable. At first, there were a lot of people talking about how social media doesn’t have traditional ROI, it has all kinds of other types like ROE, and how it was impossible to quantify the monumental impacts on brand equity and community. But that doesn’t fly for long with brand management.
You need to justify and quantify your efforts and the resources spent. And you need to be smart about it. There are numerous applications and platforms out there and it can be difficult for companies to know what to use and how to put it all together in a report that is really useful. I have my own selection of favorites which I customize to report both financial and non-financial indicators and present it in a compelling, useful, and actionable format.
While measurement and analytics are carefully tailored to each client, those of you trying this at home will want to include these same elements in your reporting – financial ROI to measure sales, transactions and customers; non-financial metrics to measure mentions, sentiment, link click-throughs, exposure, virals (retweets, comments, shares, etc.), and conversations/engagement.
I guide my clients in creating a social media brand persona, and we define its limits together. I usually help craft or tailor guidelines for interaction and participation for all employees/contributors.
There is a lot of hand-holding that goes on – brands are sometimes stuck in the traditional push marketing voice – you know, the one devoid of human connection. They have to be educated on how to speak with a personality that people can connect with, and one that reflects their brand values.
Tomorrow: Social media culture change and consumer info overload!
With social media, first impressions count!
Aug 14th
I first connected to this talented U.K. out-sourcing professional through a Linked-In forum, where he professed befuddlement about Twitter. I encouraged him to give it a try and provided a little coaching. So, I became his follower number one!Most of my very first followers were … nubile young ladies in bikinis. Or less. I blocked them and watched my number of followers sink back into single figures. My vanity almost made me stop as it only reinforced that in cyberspace, if you aren’t connected to anyone, no one can hear you Tweet.Something I’ve learned is that on Twitter and social networks, first impressions count. This is doubly important with something like Twitter, given the hard work that people put into trying to build their network of business contacts. While “reciprocal following” is pretty normal, within a business context, it’s fair to say that professionals will be more selective. They are following and being followed for a reason.
What are the implications for people seeking to make that first good impression on Twitter?
Since then, Chris has continued to grow and experiment with Twitter and I asked him if he would provide his unique view on how a smart guy figures out an apparently dumb communication channel. One conclusion: first impressions count! Here’s Chris:
It has been rather intimidating settling into the Twitter world as a newbie with apparently nothing to say, offer, or a tweet track record that warrants any meaningful place in somebody’s Twitter life.
You might want to spend a period of time tweeting to nobody, simply to build some “profile collateral” that gives people an understanding of who you are, what your interest or industry is and how your being in their network adds value to their Twitter experience.
Equip your profile with the means to make the right first impression, including a nice photo and an interesting and accurate short bio. Otherwise, potential connections will have no reason to stay with you beyond that initial contact that you have worked so hard to establish. The short bio plays an important role when people are trying to find like-minded people to follow.
Chris Hughes has worked in the contact center and business process outsourcing industry for about 16 years. He would really, really love for you to connect with him on Twitter at @chrishughesuk.
Google, branding, and the beauty of zero
Aug 13th
“Digital natives” will need special care in the workplace
Aug 11th
I’m thrilled to have my friend Gil Crosby contribute to this series on social media and the workplace. Gil is a leading organizational development consultant, author and teacher. He and his father, Robert, the founder of Crosby & Associates, are among the most influential teachers in my life. Here’s what Gil has to say:Technology has always done so. Although we’re accustomed to them now, the telephone, television, and automobile each created radical changes in society. Mark wrote of a time when our primary neural development came through “intense socialization with family members and friends, physical activity and interacting with nature in some way,” yet all of these technologies also eroded the same patterns of socialization, and were lamented (for good reason) by the “older generation” of their times.
Implications for management
Again, these tendencies didn’t start with the latest wave of innovation. But the effects do seem to be sinking deeper. In my work with young engineers I find they are consistently bored, have a low tolerance for authority figures (like many adults but with even less perspective they quickly conclude that the problem is that “the boss is an idiot”), will simply “drop out of the game” without weighing the long term consequences, and will try to communicate electronically especially if there is any discomfort or conflict involved.
Welcome to {grow}
You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark SchaeferFollow Mark
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