Chapter 6 – Social Media Marketing
1. Marketing departments were among the earliest adopters of social media with the blogs and social network being used in a major way in the mid-2000s.
2. One of the key component of social media marketing is Social Business Tenet #6
Social Business Tenet #6 :
Participation can take any direction. Be prepared for it, and take advantage of it.
The key aspects of applying this tenet successfully is as follows :
- Managing social business efforts
- governing results
- dealing with risk
3. This applies particularly to social media marketing as it exposes the the organization’s public brand in a seemingly permanent way.
Social Business Tenet #7 :
Eliminate all potential barriers to participation. Ease of use is essential.
Although the above tenet seems easy, however making user contribution is an incredibly difficult process. Twitter is an example of an application that is extremely easy to use, just 140 characters.
This principle is frequently abandoned in the enterprise, where user interfaces and experiences are overly complicated and over engineered to appear sophisticated or highly capable. Consumer Internet industry learned long ago that complexity reduces participation and leads to failure.
Strategic Approaches to Social Media Marketing
4. Social media marketing is different from tradditional marketing in that there is a substantially greater number of channels with less structure are available for media marketing. Examples of Wasuch channels but not limited to them are :
- hundreds of social network
- special interest online communities
- Other unique forms of audience relevant social media.
4 Major strategic approaches to marketing with Social Media
Strategic Approach 1 – Local Social Media (Draw in the World)
- Primarily choice in the early days
- Organization created and controlled their own blogs, discussion forums and online communities
- Allows high level of control over the experiences and content
- Example : NutsaboutSouthwestBlog
Strategic Approach 2 – External Social Media (Go to the World)
- Brands using both mass and niche social media outlets for maximum impact
- Build reach
- Network effects
Strategic Approach 3 – Integrated Social Media (Engage with the Word)
- Multichannel efforts target multiple aspects of user brand engagement, combining local and external social media as well as offline experiences.
- Integrated approaches combine a variety of social venues into a consistent, up-to-date, and synchronized social media experience, priming large audiences for deeper subsequent engagement.
Strategic Approach 4 – Unified Social Media (Partner with the World)
- Business where the boundaries between workers, customers, and partners are blurred.
- In terms of marketing, anyone can be deeply involved. .
Note : See figure 6.2, pg 70 on the above.
Getting To ROI withSocial Media Markerting
Linking social media marketing programs to existing KPIs is the most direct method for determining if efforts benefit the organization and deliver results cost-effectively.
Useful social media marketing KPIs include :
- Percentage of effective marketing content derived externally
- Percentage of leads generated by customer advocacy
- Value of sales closed primarily because of customer advocacy
The Virtuous Social Business Cycle : Listening and Engagement
One key difference between social media marketing is tradditional marketing is that socia media marketing is a 2-way communication, as such organizations may get overwhelmed by the sheer size of response and unable to respond to it.
This is dangerous as nonresponse or poor response can lead to damaged brand and reputation.
There are social media analytics that can help organization monitor, listen at scale and gain insight to the public general perception of the organization policies and statement.
Social Media engagement must be more personal and direct in nature. Language needs to be conversational and cases as in personal face-to-face communication.
The above brings us the next 2 social business tenet :
Social Business Tenet #8 :
Listen to and engage continuously with all relevant social business conversation.
Social Business Tenet #9 :
The tone of language of social business are most effective when they’re casual and human.
The importance of these 2 tenet is highlighted by the case study on Ford Motor Company vs TheRangerstation.com.
TheRangerstation.com a small online fan site was targeted by Ford Motor Company for infringing on trademark and IP.
TheRangerstation.com turns to social media for support by posting the situation on its blog even though the site was technically in violation of Ford’s legal right.
Scott Monty, Ford’s global digital and multimedia communications manager became aware of the situation via a tweet. He intervene in a way that he listen and engaged in every language rather than hiding behind formal policies.
By avoiding legalese and being open, helpful and informative, the situation ended with both parties benefiting from the outcome.
Social Business Intelligence (SBI : Next-Generation Listening and Engagement
SBI helps organization extend listening and engagement by applying insights across business process and targeted business outcomes beyond marketing communications.
Some of the key business outcome driven by SBI are as follows :
- Marketing Optimization
- Capturing Idea and Unmet Needs
- Situational Awareness
- Customer Care Opportunities
- Sentiment Analysis
Personal Note :
a. This is a particularly interesting chapter for me as this is the first time that I am seriously reading anything on Social Media Marketing. I have not read up on this topic seriously as it is not the area that I wanted to focus on. Knowledge Management, collaboration using web 2.0 are more interesting to me. However, having said that, it is always good to familiar topics that you are not keen at, at least a cursory level.
b. Agree with the starting comment of the chapter is that marketing departments were the early adopters and in my opinion still very much so in Singapore. I based this opinion on the fact that I have hardly read anything besides this on the web and a search for web2.0 related course, it has been all about marketing and branding. I would like to be proven wrong so if anyone has read anything about web2.0 case study pertaining to singapore beside marketing, please send me the link, would be very grateful.
c. With reference to Social Business Tenet #7 and how enterprise typically abandoned this principle, I am in agreement having been working in an enterprise environment for over 15 years. I offer the following opinions :
- Consideration for processes, security and procedures take precedence over user experience.
- Furthermore, we are referring to enterprise software, employee have no choice but to use the applications, user experience consideration might be further pushed down priority.
- Having a sophisticated system may give the perception that it is a good system and easier to justify and promote the system to senior management. At times, I suspect that if one were to produce an easy to use and simple system, one may questioned by senior management on the quality of the system since they are typically exposed to more sophisticated system by the big vendors
- There is no concern of lack of participation since employees are forced to use the system whether they like it or not.
d. Was hoping for a more comprehensive summary of the differences between social media and tradditional marketing. Anyway, found this article what give me a quick summary. Click here.
e. Interesting to know how social business tenet #9 will impact organization that are tradditional very top down. This is a chapter on social media marketing and hence I can appreciate fully the extent of social business tenet #9. Would it be the same if I view it from the perspective of employees within the organization as it varies from countries to countries and cultures to cultures.