Tag Archives: Digital Marketing

Sussed Social Media? That Don’t Make You a Marketer Mate…

Operating in the Social Media sphere in both a professional and a personal capacity, I’m coming across an increasingly prevalent number of ‘instant gurus’.  Twitter, and LinkedIn especially, seem to provide a natural home for these evangelists, all of whom purport to able to advise on Social Media marketing strategy, just because they’ve got to grips with Twitter and LinkedIn.

Well, reader beware.

At its core, Social Media is a communications channel and, naturally, different people use it to communicate in different ways.  Digital marketing is also a communications practice – but this does not mean that a ‘Social Media guru’ can advise you on productive marketing strategies for use in Social Media channels.

There’s no denying the fact that digital marketing and Social Media are becoming ever-more interrelated – they are, after all, natural bedfellows and operate within the same space.  But marketing is marketing – and no matter how many tweets you’ve sent, blog posts you’ve written, or LinkedIn groups joined, using Social Media personally doth not a marketer make.

I’m constantly shocked by the ill-informed and generic advice being banded around the Social Media sphere.  Whilst I’m nowhere near arrogant enough to claim that I’m a definitive authority on the topic, my professional use of Social Media has evolved as part of an integrated digital strategy – and it’s the digital marketing discipline that informs the Social Media strategy – not the other way round.

If you’re looking for Social Media marketing tips, some fundamental truths should serve you well.  If the advice does not have these values at its core, the chances are, you’ve come across a fly-by-night ‘guru’.  Here are my basic pointers for using Social Media as part of digital marketing strategies:

i)    Social Media is not a standalone strategy.  It’s a stunning, dynamic, exciting channel, but needs to support a wider business dynamic.  You should only use Social Media for marketing purposes if it is part of a wider, integrated digital marketing strategy.
ii)    Social Media is a communications tool.  New rules apply folks.  If you’re spreading your brand around in various channels and using different sites to promote one-way messages, you’re destined to fail.  Social Media plays by new rules – you are not in charge of a two-way conversation – you just need to engage.
iii)    You cannot control Social Media marketing.  End of.  A transparent strategy still divides opinion, but even negative conversations can be turned into positive outcomes.  If someone wants to say something bad about your brand, chances are, they’ll do it.  Be part of the conversation and ensure that you resolve these issues with your customers.

These are three very basic pieces of advice – but I hope they will help individuals looking for specific SM marketing advice to understand the difference between genuine Social Media marketing strategy and community cowboys who’ve never worked in marketing before.

The New Meerkat?

It is only extremely rare and isolated incidents when I become a man of very little words – and this is one such time. Drench, a bottled water brand in the UK, has launched a stunning new campaign featuring hamsters which can only be described as an assault on Compare the Meerkat’s ‘cutesy’ throne. Enjoy…

Why all the hang-ups on ROI?

It genuinely, genuinely amazes me that so many marketers remain sceptical when it comes to social media. ‘Not being able to measure ROI’ is an oft cited ‘reason’; however marketers subscribing to this misguided view are in reality, missing out on real value.

It’s certainly true that social media now uses considerable marketing resource. A few years ago, many businesses considered a company blog the very height of digital innovation, and perhaps ‘Literate Linda’ from accounts was left to update it once a week with news of the company raffle. These days (thankfully) have long gone and social media is now a sprawling mass of interactions across multiple platforms.

We now have brands interacting on Twitter (the undeniable darling of the social media world), talking with consumers in forums, social network sites, mobile applications – the list grows exponentially every week. Despite the advent of social media however, the doubters are right in one thing – we don’t yet have a way to measure commercial ROI – but why should this be the yardstick by which social media’s value is determined?

From a business perspective, one of the biggest benefits of social media is the fact that it allows brands to interact with their consumers. Web 2.0 has killed off the days of one-way marketing communications – consumers no longer accept being ‘talked to’; they want to be part of the conversation – which is where social media comes in. Focus on providing excellent customer service and brand experiences and this will be replicated in social media channels again and again and again.

Similarly, social media puts faces to faceless corporations. Building relationships on a human level benefits businesses enormously – how could it not? Discussions on networking sites (such as LinkedIn) allow companies to listen to what their consumers are talking about, what their concerns are, what their needs are. What makes them tick, how your business can help them.

No ROI? I beg to differ.

The times are changing. The times have changed. And for those waiting on the sidelines, still wondering whether to get involved, you’re missing a valuable trick. Yes, we’re still waiting for a way to quantify monetary ROI for social media. But sometimes marketing isn’t about money. Worrying about social media ROI can blinker you – and ensure that you miss out on something of real value.