Marketing Leadership (with a hint of Social Media)

You either get it or you don’t. The debate on social media is over. Be part of the conversation or be left out. For the past two years, I have been an evangelist, blogger, and overall supporter of new social media initiatives and their importance. As we turn to 2011, I see a movement and acceptance of social media – enough so to move onto the next thing …

Hey, don’t worry. I am not getting off the social media bandwagon. I just don’t feel the need to defend it anymore. And when I say I am moving on to the next important thing, I am talking about marketing leadership. The reality is that the customer has changed, so marketing must change. Are you a strong enough leader to take the necessary steps? What’s required is some good old traditional marketing mentality and INTEGRATION of some new social media. Yes – marketing leadership is a solid combination of old, proven approaches and new, customer-driven communication channels. Marketing leadership must consist of strategy and execution.

Marketing Strategy

So when I talked about what needs to be taken from proven marketing approaches throughout the years, I am really talking about two main areas: your positioning and how you tell your story. This is marketing strategy in the simplest form – brand position + how you tell your brand story.

In a recent article I wrote, “The Most Important Brand (You) and Social Media,” I talked about my days as a consultant and how I helped the companies I worked with write out a positioning statement. The positioning statement template looks like this:
• For …………….………… [target customer]
• Who ……………….……. [key qualifier – form]
• Our product is a ….. [product category]
• That provides ………. [key benefit]
• Unlike ………………….. [main competitor]
• Our product ……….… [key point of differentiation]
The point of this exercise is more of a strategic one as opposed to producing an executable deliverable. The formation of the positioning statement is done 1) to know exactly who you are, 2) to do a gut check on your knowledge of your target customer and validation that you really deliver them value, and 3) to make sure you have distinct differentiation relative to your competition. It is not something you specifically communicate. To me, the power of this positioning tells you if you really have something to market or not. Do you have something truly compelling? The late Peter Drucker once stated, “In most American companies, Marketing still means no more than systematic selling rather than its true meaning: Knowing what is VALUE for the customer!”

Take time to tweak your product or service, if necessary, and make sure you have a standout positioning statement. When you have a solid product/service, you need to determine how you will tell your story. And when it comes to telling your story, Simon Sinek has some great advice and case studies. The emphasis of what Sinek talks about is that winning brands reinforce “why” they are in business as opposed to talking about “what” they are selling. He says, “People don’t buy what you do, they buy why you do it … it is all grounded in biology.” If you really have something of value, “The goal is to do business with people who believe what you believe.”

Simon codifies examples of Apple, Martin Luther King, and the Wright Brothers demonstrating their successes by “marketing why” they did what they did as opposed to “marketing what” they offer. (Check out the video linked.)

Marketing Execution
Marketing execution is more than a marketing campaign. A campaign goes on for a finite period. Marketing execution must be continuous. Do you ever want to stop generating brand awareness and lead generation? So think of your marketing campaigns as mini vignettes in your entire marketing composition. Each of these vignettes should be aimed at a target audience segment, consist of stated objectives and measurement against the objectives, and have a call to action.

The target audience segment for each communication is likely to be a subset of your total target market. You should have different conversations specific to different segments of the total market. You also need to do an honest assessment and description of the current perception of the target audience. Do they think positively, negatively, or they don’t know your brand. It is important to capture the perceptions that need to be changed most and the perceptions to be reinforced.

Your objectives should be marketing objectives, not sales objectives. What are you attempting to accomplish through this initiative? Generate leads; build awareness; shift an attitude; build a client database; etc.? State exactly what you are looking to accomplish and the desired measurable results. Generate X hits on a website; capture Y new subscribers, sign up Z “friends/connects” or “fans”, generate some number of mentions; entice a number of comments, generate X requests of info, etc.? Define how results are to be measured and how the responses will be captured.

When all is said and done your marketing must draw your potential and existing customers closer to you – closer in relationship. Do you have something compelling and have you built up enough trust to lay out a “call to action” that will get a response? The call to action defines what next step(s) the target audience is to take. Subscribe, connect, attend seminars, visit a blog/website, became a fan/follower, tell a friend.

Social Media Integration

So everything I have talked about thus far has been straight-up marketing without the mention of social media. But back to what I stated up front – The customer is changing and thus marketing must change. And the significant change is the use of social media. Your customers are using it independent of your activity. Your customers have the control to change your brand reputation and position. Don’t like it? Get involved.

The social media integration must go back to marketing strategy – it is not just an execution piece. When you define “how you are going to tell your story” this is the point to collaborate with your social media colleagues. Discuss the social platforms where the target audience exists. Plan how you will traverse your targets through the A-Path. (Get their Attention, Attraction; have them build Affinity for you, become part of your Audience and then become your Advocate.)

Message to Marketing Executives and Social Media Managers

If really want to demonstrate marketing leadership, it requires tight collaboration between the experienced marketing professional and the creative social media manager. While the high level steps I have suggested here are very logical and far from rocket science, frankly speaking, I do not see many taking these or similar steps. I do not see an abundance of marketing leadership. I see much trepidation and fear from a majority of marketing executives. On the flip side, I see great motivation from the social media managers, but in most cases, a lack of true marketing experience.

It is time for the two worlds to embrace each other. So much can be learned and successfully executed if, what is by and large the generation gap were bridged. From my perspective this will be the start of marketing leadership that will demonstrate continuous brand success.

Market leadership – ready to show it?

Make It Happen!
Social Steve (a marketing executive before being social)

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20 Comments

Filed under brand communication, brand marketing, brand reputation, brands, marketing, marketing plan, social media, social media marketing, Social Steve, socialmedia, SocialSteve

20 responses to “Marketing Leadership (with a hint of Social Media)

  1. KH

    Join us in the transmedia storyteling adventure…
    #transmedia
    in English you can read Simon Pulman in NYC and even meet with him

    http://www.transmythology.com

  2. This is so spot on. From the perspective of a young marketing professional without much formal experience (me), collaboration is absolutely necessary. No matter how driven I am toward an idea or project, I still fall back on the experience of those who have been in the industry longer than myself. Luckily, I work at an agency where the “higher ups” are, for the most part, completely on board with emerging social media.

    So in the end, I’m not “selling” an idea to anyone; I’m just asking for advice on logistics, and this advice only has value in terms of experience.

  3. Hi Steve,

    As I study marketing and co-study your blogs, I realize your blog is a great learning tool for marketing tactics!

    Thanks for your fantastic work!
    -Sana

  4. A-Path. (Get their Attention, Attraction; have them build Affinity for you, become part of your Audience and then become your Advocate.)

    Would this be the only approach in an innovative product as “Talking Photos”? I see this in B2C more than B2B. We are having a really hard time in creating the need as business are seeing it as not necessary. I can go on and on with the benifits….

    • Hi Anna,

      There are different approaches based on different objectives. The A-Path is the complete definition of building customer relationships for both B2C and B2B. Obviously, not everyone is going to become your advocate, so lesser degrees of relationship are also successful.

      With regards to creating a need, I don’t think there is a need to have an iPhone, but tons of people purchase them. The real question is what motivates someone to make a buying decision. Focus on that and then I suggest checking out the referenced video by Simon Senik.

      Best,
      Social Steve

  5. RJ Stribley

    Steve:

    Good post, and it hits close to home for me as a newbie to ‘social’… I do ‘get it'(or part of it…give me time). I relate to the thought process of your post. Social is a conduit for some… and maybe not for others… that’s okay. Your focus on ‘marketing as marketing’ is on point. Social is a great dimension, but in the end, a tool–conduit. I have blithered on several occasions to Mark Schaefer @markwschaefer {grow} about the ‘old school of new school’, that is, the bedrock of social that believes first in has more ‘social equity’… maybe, but I think it is the next utility ready to loose ‘monopoly status’.

    Good for you in focus on thought! (It’s about that, right?)

    Bob

    • Hi Bob,

      Thanks! Yes focus, but execution also. Have a solid strategy (that can always be adjusted as needed) and get up ever morning and ask, what needs to get done.

      Best,
      Social Steve

  6. Steve

    Always on the money with your insights, things I have been saying too for a couple of years and more and still the blank looks. Or as someone pointed out to me they will leave it and come back to it. That i suppose is The internet they think they can do without.

    More than anything the people just using available technology to connect and communicate are just getting on with it [ie. the customer]. Whilst businesses are like rabbits in the headlights, if only they would realise there are people who can help.

    Great thoughts on how to get your message into your belief, the artists I connect to globally are far more advanced than certain service providers.

    Definately not rocket science, but it is hard being a rocket scientist.

    Thanks
    Mark

  7. karen

    Steve,
    Great post – as a marketer and someone that has been involved in social/community for 10 years, I find that most companies that I talk to think of social as part of a ‘separate” effort and worse, as an experiment with no budget/resources. There are those companies that are truly doing it right however and viewing social as essential to their core business, measuring ROI and of course starting to transform their marketing and then transforming their relationship with their customers and prospects. Those that are showing this leadership – have executive support, build plans and tactics, have staffing and building it into their discipline.
    There is still a lot to learn but there is much that is known, and social should be incorporate into the marketing function as you point out.

  8. Steve, Thought Leadership is what I have built every PR program on for every niche audience for more than 20 years. I’m glad you are referring back to the bottom line of sales; social media is a wonderful way to nurture those relationships. When I first started working in social media I thought of all the great leaders I would meet and it turns out, I have. But getting further with them and getting further with other leaders I’ve known from the time BSM-before social media– comes from tried and true methodology such as you’ve outlined in your basic premise. Thanks- Great Reality Check.

  9. Maarten van Leeuwen

    Hi Steve,
    Great article. Looks like we both seen a Christmas light this week. Take a look my article ‘Social media: beyond the noise in 2011?’

    It time to start doing (integration)!

    Happy holidays Steve,
    Cheers,
    Maarten

  10. Nice.. Thankyou very much..

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