Social Marketing Is & Isn’t

May 25th, 2010 by Matthew Rosenhaft No comments »

Social marketing is an “effective way to build relationships over Social Media”

  • Effective – Defined as cost effective, efficient, focused, specific, works
  • Relationships – Defined as having both recognized value and emotional connection
  • Social Media – platform independent; not just LinkedIn, Facebook, or Twitter, but the right platform to support the right interaction

 Social Marketing is not…

  • Just Another Channel – old form over new medium hasn’t worked with the transition from print or TV to internet, why wouldn’t a new form of interaction require new rules?
  • Just about Creative Branding – How many cool TV ads where you can’t remember the company afterwards. Creative just creates awareness, but not necessarily leads to a buying relationship.
  • Build “It & They Will Come” – Despite your brilliance, you still have to build a relationship to the community (credibility) and you have to actively promote your solution(evangelize)
  • Magic Relationship Bullet – just because I connect to you doesn’t mean we are friends, or even acquaintances. Hell, I don’t even know you…. Etiquette rules still apply.
  • SPAM me into a Relationship – “No matter how many times you send it (awareness), I don’t care (interest), don’t want it (relevance), won’t buy it (relationship).”

 Social Media (Marketing) is about having a presence, Social Marketing is about having a purpose….

10 Ways Marketers Quickly Kill Online Social Relationships

May 25th, 2010 by Matthew Rosenhaft No comments »
  1. Invite me to your local social networking events that are completely across town & send me a different invite every day
  2. Invite me to Mafia Wars, Farmville, Star Wars, and any number of games on Facebook. If you are the 428th person to invite me, what makes you think I will join now. For the record, I am not an online sim type game player, I am a news junkie (business and politics), send me that stuff. Better yet, ask me what I am interested in…
  3. Just because we are connected on a social network does not make us friends. Not sure that even classifies as acquaintances. Etiquette rules still apply.
  4. No matter how many times you spam me with your special of the week or forwarded tweet, I will not think better of you.
  5. I delete canned spam messages in my inbox from people that I don’t know or don’t recognize. I can’t keep up, gave up. Even if from social media sites…
  6. No, I won’t connect to you on Facebook if you send me a cold introduction from countries that are possible sources of terrorists or identify theft suspect.
  7. Inviting me to the “latest” social media platform from a canned system generated email is so 2005.
  8. Not having a clear way to delete my profile from said type platforms is even worse
  9. Just because you have 200,000 fans on your corporate facebook page does not mean that your customer service has improved.
  10. No, I don’t generally connect to corporate twitter accounts unless I have a real reason to connect. Even if I do, doesn’t mean that I am a loyal customer.

I will throw in some freebies – No matter how many emails your email marketing system sends me, I will NEVER have a relationship with the system. You may be able to catch my interest, you may be able to even get me to buy something, but we will never have a relationship. Relationships involve emotions, systems involve information and data. See the disconnect?

The challenge is that many organizations have lost sight of the fact that, although they have tons of customers, even tens of millions, buyer behavior has to involve both emotion and intellect. Creative marketing does not create passionate buyers. Just because Apple or Google creates great ads does not mean that I will run out and buy the product. You need great product; you need some compelling value proposition beyond just a presence or brand recall. How are you going to rise above the noise?

You ever see an ad campaign that was started 10 years ago and was a hit that is so now over-done that you pray that it dies a slow death? You wish you could just reach out to the VP of Marketing and the AD team and beg them to try something different. A couple of keys there… Despite recall there is negative brand equity and an extreme desire to talk to someone to explain what they are doing wrong in alienating the market. Faceless corporate entity that has stopped listening and focused on “branding”.

Just because you create a great Facebook page does not mean that fans will flock to your site and you will be written up in the Marketer’s Hall of Fame. Not that I am sure there is even one to begin one… How does Facebook posts tie back to brand strategy let alone revenue or corporate objectives. You may have a plan, but if it isn’t evident, it isn’t working…. And don’t get me started on how Twitter isn’t a marketing strategy…. … or that it isn’t a plan if I can’t read it…

Remember Fields of Dreams – “Build it and they will come….” – the real miracle isn’t that they had ghost players in the field, but rather that they built a baseball field in the middle of Iowa and people showed up, even after compelling visions…

It is like going to a Consumer Electronics Show -like tradeshow (125,000 attendees and 1000+ booths) and you have a 10X10 booth in the back. How are you going to get people to come to your booth? If you try the tried and true approach of branded shaped squeeze toys like you neighbor selling electronic, remote control dogs over there, you might as well go home. You don’t have the budget to hire Aerosmith to rock out in your booth, and you don’t have a bevy of massage tables to give free massages. How are you going to get attention and build sufficient traffic to get your percentage?

The reality is that social media is a tradeshow or conference in the sky. Human nature is human nature online or offline, it is the same. Rules of engagement and extent of connection are different, but the core interactions and motivations are the same.

You have to establish relationship, understand motivations, build momentum, give value before asking, establish trust, support their buying process, and be relevant to their needs. Oh, and make sure that you are high enough on their priority list so they pay attention. The rest is about etiquette, influence, and value….

Defining the Social CIO

April 30th, 2010 by Matthew Rosenhaft 439 comments »

I spoke at SIM Atlanta last week on behalf of the Social Executive Council (SEC) with Dan Webber, CIO at Avery Partners and VP of the SEC. I was the stand in for Judy, who is the President of the SEC. Our discussion was on the difference between Social Media Policies and Social Governance. This was a first part in a series on the Social CIO. It has been amazing to me how receptive CIOs are to the idea of socially enabling the enterprise. As much as I speak and write to the Social CMOs, approximately 1/3 of the SEC members are CIOs. CIOs are an important part of the social enablement movement. I believe a critical one as I do not believe organizations can do this without cross-functional coordination.

For SIM Atlanta, we started the presentation last week with a strong statement about what is a Social CIO:

If you believe that the social disruption will impact the enterprise:

  • Role of CIO and IT must evolve
  • Information management will now encompass the adoption, motivation, and collaboration around the distribution of information.
  • IT Architectures will need to take into account for the fluid nature of social interactions (unstructured) and the overwhelming amount of information (contextualization and filtering) to handle the real-time needs of their organizations
  • The IT organization that can absorb this and lead the transformation will be strengthened within the organization.
  • The IT organizations that cannot keep up will be marginalized.
  • The Social CIO is architect for the social enablement of the enterprise

 

What we didn’t do last week was outline the areas that will be impacted by the Social CIO, here are the 5 areas that we believe are the starting point:

  • Social Architecture – defining the next generation of information architecture to support the fluid information needs of the socially enabled enterprise
  • Social Experience – building the platform to support the socially enabled customer lifecycle; includes CRM, contact centers, sales and marketing support
  • Social Intelligence – integrating the wealth of behavioral information that is generated within online communities and social interactions. Think the ability to differentiate between browsers and shoppers or better qualify leads.
  • Enterprise Social Search – Defining the ability to find information or expertise across the enterprise. Now add the complexity that the organization may or may not own the information, it may be in the “cloud” and it may be unstructured. How do you build a roadmap to manage the ability for your organization to find stuff in a socially enabled enterprise?
  • Social Governance – It governance is about protecting the information and intellectual property assets of the organization, about bringing a systematic approach to leverage and consuming technology resources, and planning IT initiatives in a structured way. Social governance takes that to the next level in how do you manage structure in an unstructured environment. How do you define IP when the content is user generated? Who owns a relationship when it is done under the corporate aegis, but is done through a personal Linkedin account? Where does personal end and professional begin? You can’t answer these questions till you have a Social Governance plan to map your corporate assets, understand what will be socially enabled, how you will manage the distribution process, measure and monitor it, and make sure that you can effectively communicate responsibilities to it.

Social CIOs are figuring out that they are just at the crawl stage in terms of socially enabling the organization. The good news is that they don’t have to do it alone, as a matter of fact, they aren’t alone, and they are in good company as most companies are still crawling. The real problem for Social CIOs is that many of their companies are starting to walk and run in social marketing. If they don’t get their social architectural planning established quickly, they may find the resulting unstructured chaos may become permanent.

Social Media Versus Social Marketing

April 30th, 2010 by Matthew Rosenhaft 271 comments »

We spend a good amount of time discussing socially enabling the enterprise, but there is another side of our business that is focused on servicing the small to medium sized business market (SMB) with social marketing services.

As Joanne Sanders, our social marketing practice leader says “The difference between social media and social marketing?  Social media is about participation –it is about the activities that go on within the platforms.  Social marketing is about purpose —it is about coordinating an overarching strategy involving multiple social /communication elements.”

Now, this doesn’t mean go out and fire your marketing or communications firm because they keep explaining that you need more friends on your Facebook page, but like any creative endeavor it needs focus. Start with a defined goal, identify the strategies that make sense, and then focus your creative partner on creating the best, most compelling content. Social marketing is done correctly is about building the right relationships in the right way with the key influencers (both market and company) that will establish credibility with a decision maker prior to your engagement with them directly. If you don’t, you may not get an opportunity to do it direct.

We also find that although many smaller companies appreciate strategy, they cannot feel comfortable using their limited dollars to invest in strategy without a return. They don’t pay for consulting; they pay for execution and results. Here are some of the objectives that we would put forward to define a really good program, all of which can be tracked and measured:

  • Online Lead Generation
  • Credentialing In The Market
  • Expand Online Footprint
  • Reach External And Internal Buying Influencers
  • Build Market Evangelists For Your Company
  • Distribution Channel / Partner Identification
  • Develop Industry Relationships

Social marketing is about purpose AND alignment to your business, social media is about participation and relationships.

Building A Social Marketing Business Case – Part 1 – Definitions

April 22nd, 2010 by Matthew Rosenhaft No comments »

This multi-part series will provide information on social marketing and answer the following questions:

  • What is it? (I already can hear, not another buzz word….)
  • Why is a new definition required beyond Social Media, Social Networking, Social CRM, or Web 2.0 Marketing? (gotcha there)
  • So what? Why should I worry about this? Hint: Revenue Generation and Customer Referrals (I assume this would be important to you)
  • What does a Social Marketing strategy look like?
  • What does a Social Marketing Roadmap look like for this?
  • How do I leverage what I am already doing?
  • How do I build a Social Marketing Business Case?
  • How do I measure Social Marketing?

Now that I got the major questions out of the way, let move next into the definitions;

Social Marketing – The re-orientation of traditional marketing to reflect the new post-digital, network relationship oriented, and influencer-driven social interactions. Social Marketing leverages a multi-channel, multi-directional approach towards building relationships with a transition away from the structured Marketing roles of product management, product marketing, marketing communications, public relations, channel marketing, sales support. Instead, marketing is reoriented around enabling the key interactions that support the buying process.

Social Media – Basically, you have the social networks that you participate and the online communities that you own which are built into your corporate website. See my post on Social Media is Like Fishing for more details. Social Media is changing buyer behavior, coming more fluid, and marketing must adjust the model to to support the reflected changes. See my post on the Changing Role of the CMO for further explanation. Read more

Online Communities – communities of interest built upon a foundation of Web 2.0 social networking tools; profile, blog, wiki, social bookmarking, calendaring, media sharing, etc that enable the user to interact with other users and content through the website. See my post on Online Community Blueprint for more details.

Post-Digital - If everything is becoming digital, why does digital matter? The buyer doesn’t really care if the interaction is on the web, they just want to get what they need. A lot of marketing still segments online and offline which creates an artificial barrier to developing a seamless customer experience.