Category Archives: behavior

Time to Rethink Social Media

As I shared with you a couple of weeks ago (and many others have covered) Facebook is changing the way it treats brand’s posts and their distribution (or lack thereof).

rethink socil media

Should anyone really be surprised? Does it not make sense to monetize the accomplishment of being the number one social network? Sure, you can get ticked off, but can you really blame Facebook.

And you know what … you should take some blame yourself. Does it really make sense to put the control and success in the hands of another platform? What has kept you from putting control and destiny in your own hands?

So if you agree that you need to keep control and manage your own destiny, this means that you, the brand, need to have your own platform. Here is what I mean by this …

Every brand should have its own “home court.” This means that brands should have a content repository where all their content is housed. This content repository should sit on the brand’s website. Often the content repository takes the form of a blog. Brands should not place their content on a platform that someone else controls. You should control this platform.

Now this does not mean that I think brands should not use social media, but the social channels should be used to proliferate content. Social media should also be used as an extended channel for brand engagement with their target audience. A brand should put together a content strategy for the owned digital asset (their website) and then think about using social media channels to distribute abstracts of the content such that digital traffic is driven to a platform they control.

When a brand builds success driving traffic to their website, the next step is to think about building a community there. About two years ago, I indicated “Why Facebook May Not Be Your Brand’s Community.” Now some may say, why should I bother to build a community? Why would anyone come to my community when there is Facebook, Twitter, LinkedIn, and others? Can I really get a crowd developed? Well, think about this. If you truly deliver content that is interesting, entertaining, and/or compelling, you will capture a crowd. And if you are worried about the size of your community, simply look at each individual as a potential ambassador of your brand spreading your content and brand value. Give them a reason why they would want to join your community. Even if you had a handful of ambassadors, that is a major accomplishment. Earlier this year, I provided a play book describing “Successful Social Marketing – Integrating Content and Community.”

I am certain there are some that will say they don’t have the resource or budget to do what I am suggesting. Heck, I’ve heard it from the companies I have worked for and clients I provide strategy and plans to. My answer to this is simply … if you truly care about your customers and potential customers you will find the budget. I say this not because this is the business I am in, but rather because the audience behavior demands it. I am a marketer first and foremost. I got into digital and social media because I followed the audience behavior.

And now new Facebook procedures demand change. Change that I recommended even a couple years back. Change that demands you keeping up and adapting your marketing skill set.

And needless to say, other social platforms will change. So here is the question … are you going to stay stagnant with your digital, social, and overall marketing? Or as the title suggests, isn’t it “Time to Rethink Social Media” and your whole digital approach. Audience behavior, technology, and platform operations demand you be adaptable. Don’t get comfortable. Put your seatbelt on and drive the course to success. If you expect a straight road you are fooling yourself.

Make It Happen,
Social Steve

1 Comment

Filed under behavior, brand marketing, content marketing, marketing, social marketing, social media, social media marketing, social network, Social Steve, socialmedia, SocialSteve

Digital Technologies and User Behavior Change What it Means to Be a Brand

If you look on Wikipedia for the definition of a brand, you find that it is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” But as a marketer, I think it is much more important to think of what it means to be a brand in terms of your target audience.

Thus, I define a brand as a promise made from a company to its target audience with regards to the product(s) it sells. A brand is defined by characteristics such as quality, features, availability, and overall user experience. When done right, every single aspect of the brand definition is lived by and delivered by every employee of the company.

brand and digital

But a funny thing happened along the way. Knowledgeable marketers started using poetic justice of communication and claims of the product/service sold by the company and stretched the truth. All this in an effort to increase sales. In some cases, this resulted in members of the target audience reacting and purchasing the brand. If shoppers were unhappy, they would stop buying the product, and maybe even tell a friend. The user did not believe “the promise” and reacted. As this plight has continued throughout marketing and advertising of brands, it has spawned an overall skeptical outlook by people with regards to company claims and advertisement belief. This cynical perception did not happen overnight. It took a good 50 years or so of “Mad Men” to drive this behavior.

Fast forward to today’s world. How do people react when they feel they have been misled by product claims? How do they react when they have a bad user experience? More and more users are sharing their product experiences. Whether it is sharing with their entire network on a platform like Facebook or broadcasting it to the world on a platform like Twitter.

The promise is still part of being a brand, but it is exponentially more important today.

So now that you understand the change, let me describe for you the gigantic immense problem this creates. The stretching of the truth that companies get caught in is a big problem, but it really is not the biggest problem. The key problem today is that companies have lost their ability to build brand AND engage appropriately in the digital world, simultaneously. Too many companies treat branding as one activity and digital/social marketing as a separate implementation. Company executives need to take responsibility of this detrimental scenario.

How many companies have a responsible leader in place with experience, business knowledge, and creativity to build and retain a brand COUPLED WITH experience, business knowledge, and creativity to drive successful digital marketing? The answer to this question is very few. And even worse, the fact that brand marketing and digital marketing are siloed exacerbates the problem.

The debacle up from this problem shows its ugly face daily. There are numerous companies that do not reinforce brand positioning through their digital implementations. The people running the digital channels are most often blind to what it means to carry out a brand voice and imaginary through social engagement. Many companies do not have a digital engagement strategy that centers on upholding the brand persona.

And adding to the challenge is the fact that brand position is equally in the hands of the audience as well as the company’s hands. The audience has a voice that is stronger and moves faster than ever before. You need to have a strategy and a plan that addresses how to leverage this audience rather than ignoring their voice and power that is carried in the digital world.

I think it is imperative to understand how the world of a brand has changed due to the technology changes and more importantly, human behavior. Every company needs a leader that has the skill set to address the change. Through my experience, I have worked with companies that do not want to address the change head on. Working the corporate environment and being a positive change agent has become a slippery slope. I would not go so far as to call the two a dichotomy, but together they are definitely challenging.

It takes bold, strong, experienced leaders to navigate a company due to the real and significant changes that technology and user behavior have created. The outcome of these changes cannot continue to be ignored or swept away. Whether it is fear, lack of skill set, or don’t rock the boat corporate mentality, it is no longer acceptable to keep brand marketing and digital marketing siloed. The future of your business depends upon it.

Make It Happen,
Social Steve

1 Comment

Filed under ads, behavior, brand communication, brand marketing, brand reputation, brands, change management, digital media, marketing, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

Digital Ignites the Human Economy – Brands Must Act

More and more people have displayed a strong disdain for corporate acts done with the sole interest of revenue and profitability. Whether it is unjust labor acts, environmental flaws, or unacceptable political positions, individuals are holding companies accountable for their operations. People want to stand by a company that shows concern for issues beyond its financial well being.

On the flipside, many consumers are seeking information and supporting companies that show strong support for communities, needy groups, and the earth preservation.

Human Economy

While I am not the first to use the term human economy, I will define it as a business condition where individuals are loyal to brands that demonstrate commitment to causes of interest and importance to them. Conversely the individuals may propagate and disseminate information on brands that take inappropriate actions against people and causes that they support.

Digital technologies have literally changed our society. We now seek and have access to an abundance of information that includes corporate activities and behavior of business leaders. It is virtually impossible to hide as more and more companies become (willingly or unwillingly) transparent.

I find it ironic that while many blame social media for the degradation of human communication and relationship building, that the exact opposite is prevalent for brand-audience relationships. People want and look for a deeper connection with the brands they purchase. They take the stand that if they are going to give companies their money and support, they want to know the brand is worthy of their contributions. The degree of (positive and negative) emotional bonding has increased as a result of digital and social media.

Shrewd companies recognize this cultural change and have incorporated relevant programs to their corporate or marketing agenda. Take the Dove “beauty from within” campaign. Think of Paul Newman’s corporate philanthropic commitment and activities. Whether these are true heart felt endeavors or not really does not matter, but rather the perception of the audience is what matters.

And now that digital and social use is the norm, corporations would be wise to demonstrate corporate social responsibility and/or adopt a social movement and utilize a social strategy to proliferate information and gain recognition.

While I would like to think that all on earth look beyond their own well-being and show a strong regard for all inhabitants of the earth, I am not quite so naive to believe this is the case. But independent of your personal convictions or not, I will tell you that corporate development of social cause is a business imperative. Our world has moved to the human economy. The people of the world are demanding more from corporate leaders. If businesses are to attract a target audience that cares way beyond corporate profits, business leaders need to change their image. And while companies work to market the new image, they need to consider how digital and social platforms will be used to listen, engage, communicate, and unleash their audience to share the brand in a most positive light.

I remember the early days of social media where most corporations were afraid to use social media because they were afraid what people would say. Well we are well past that day. Business leaders recognize that people can say what ever they want independent of the companies’ participation or not in social media. Executives must recognize the power of the human economy and adapt appropriately. Even if it is for their own selfish reason.

Make It Happen,
Social Steve

1 Comment

Filed under behavior, brand marketing, change management, digital media, economy, marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

3 Steps to Fix Marketing Now

97% of marketing endeavors do nothing to move their audience. OK, that is not from a study. It is my own perspective. But consider the abundance of articles you see day in and day out noting marketing’s malignant state. For example …

Joe Marchese compares the state of advertising to the subprime debacle in 2008

• Joseph Jaffe hints to “The End of Advertising.”

90% of marketers are not trained in marketing performance, ROI

CMOs are missing the boat on what it means to be a modern CMO

• “While 74% of global businesses have a digital strategy, only 33% believe it’s the right strategy, and beyond that, only 21% – or less than one-fourth – believe they have the right people setting the strategy.”

needed marketing changeI could go on and on with the list above, but hopefully you have a bad enough taste in your mouth already. It would be great to talk about marketing innovation, but marketing innovation is an oxymoron. I’ll give you an example. I am an advisor to a new 1:1 brand/user content distribution company. We are a startup. How many CMOs do you think want a case study before proceeding? First off, every company that delivers case study has some spin to it. (If you want to gain some deeper insights into the flaws of case studies read what @augieray has to say about them.) And secondarily, don’t true innovators do something different rather than being me-too-ers.

According to Wikipedia, “Innovation is the application of better solutions that meet new requirements, in-articulated needs, or existing market needs.” And that is exactingly what marketing needs. A better solution to meet the new changing requirements dictated by audience behavior. Audience behavior that is defined by digital, mobile, social, and the ability to validate, refute, or ignore brand advertising and communication. Marketing has done an extremely poor job at keeping up with their audience’s behaviors and usage patterns.

So what are you going to do to fix this? I have three recommendations:

1) Completely change your marketing mentality from being a sales-tangent to focusing on customer relationship building. Marketing needs to lead relationship building and demonstrate brand worthiness in the form of delivering continued value and optimization of the entire user experience. If you build a strong relationship with your customers, they will be loyal buyers and advocates. If you merely concentrate on a sale you open the door for another brand to win over a fickle customer. This change of mentality will actually yield greater success of your sales objective in the long run. Don’t be so short sighted.

2) The CMO must change or the CMO needs to be changed. An overwhelming number of top marketing executives are not active on digital, mobile, and social channels that their audience engages on. How can the emperor understand the common people if he/she does not participate where the audience does and engage with them? How can anyone put together a digital strategy that yields success if they are not a regular user in digital? Far too many CMOs (or Chief Strategy Officers) do not have digital skill sets. Far too many CMOs/CSOs do not understand user digital behavior.

3) Move to a zero-based marketing budget. Just throw out everything you’ve done in the previous year unless you are certain that it has returned positive measureable results. If we agree that marketing needs a major facelift, how can all marketing line items you do year in and year out be correct. Start clean. Your audience behavior has changed so much, it warrants a complete revamp.

I know I have brought up a number of contentious recommendations. Change is tough. No one really likes change. But as the audience behavior has dramatically morphed over the past number of years, too many marketing executives have stayed stagnant. Too many believe they can just hand digital marketing over to a young digitally sharp user and think they have things covered. Well results say this is far from true. So while company marketing leaders’ skill sets have not changed much over the years, a significant void has emerged. And it is going to take some strong willed people to make changes that are required.

Are you ready to step up to what is truly required?

Make It Happen,
Social Steve

2 Comments

Filed under behavior, brand communication, brand marketing, brand reputation, brands, change management, digital media, marketing, marketing plan, Social Steve, SocialSteve

The Very Important Difference Between Emotion and Emotional in Marketing

Marketing must go through a dramatic change. This is not a superlative statement to garner interest or generate hype. It is the truth and still so many brands refuse to admit how weak and complacent they have been with their marketing efforts. Are brands really keeping up with their customers and their target audience behaviors?

The Internet, mobile, digital, and social are not over blown, new regime scare topics to create a marketing civil war. They represent the future and a growing number of marketing executives are not ready for the future. “A recent Forrester report surveyed 1,200+ global business executives and … [found] while 74% of global businesses have a digital strategy, only 33% believe it’s the right strategy, and beyond that, only 21% – or less than one-fourth – believe they have the right people setting the strategy.”

One comment that really got me thinking was something Seth Godin said in a recent interview – “The Internet is the first medium invented in 100 years that wasn’t invented to make advertisers happy. The connection between running ads and making money is broken, probably forever. As soon as you take that out of the equation, everything we understand about marketing, manufacturing and, distribution–it all goes away. The new era of modern marketing is about the connection economy. It’s about trust, it’s about awareness, and it’s about the fact that attention is worth way more than it used to be. Attention doesn’t come in nice little bundles anymore.”

For me, yes the connection economy and trust are extremely important. But awareness and attention are just scratching the marketing surface. Awareness and attention often come from hitting on people’s emotions and being content with that “lead generation state.” But hitting people’s emotions is only the beginning. We actually want to create an emotional bond between the brand and the consumer/client. If we continually feed our customer with meaningful content/communication/engagement, then we might actually create an emotional bond rather than just stirring a few one-time hits of emotion.

Consider this correspondence (excerpt from an actual email going back and forth) I had with a sharp entrepreneur in my professional network I have great respect for. He said, “Lots of brands have been targeting our intentions by tricking us with emotions, (selling cars while showing us a hot babe…huh…) but the truth is that if you manage to reach emotions while actually targeting emotions (not intentions), then you win. It’s hard and most people/brands don’t manage to do that (for the past 40 years we’ve had the same lame ads about luxury and fragrances with good looking people in absurd pauses or celebrities with semi-moronic slogans..). They remain on the surface. They don’t go under the skin, and so to speak, to the heart. They tinker with emotions but they don’t grasp the fullness of it.”

emotions and emotional

I agree with his position and I responded, “With regards to emotion – do not mix this up with emotional bond. A brand should aim for getting their target audience emotionally connected to them. This has to happen over a course of time by continually playing to the audiences’ emotions. A good brand appeals to its users by tapping into their emotions … This is a one-time event. But a great brand does this continually to not just drive an emotion, but to obtain strong loyalty and an emotional bond.”

Our digital world has made our audience skeptical of advertisement. People can get real information across the Internet. And at the same time, the Internet/digital/mobile/social world presents an opportunity to continually disseminate valuable information and interact with the target audience.

So in essence what the new digital world has really created is a detriment for marketers that look for quick hits just to stir emotions. But at the same time the digital revolution creates an opportunity of great success for those that are committed to longer-term communication and engagement to build an emotional bond with a potential audience.

Short-term play with emotions = failure.

Long-term commitment to build an emotional bond = success.

Make It Happen,
Social Steve

2 Comments

Filed under ads, behavior, brand communication, brand marketing, digital media, marketing, mobile, social marketing, social media, Social Steve, SocialSteve

Why Marketing Must Change Due to Social Media Behavior

Let me get this right on the table. Neither technology nor hype demands the change of marketing. Rather it is the behavior of human beings usage of new technologies that demand marketers adapt.

marketing leaderBrand reputation always sat in the hands of the target audience. But now the way people use social channels to compliment or reject brands creates an exponential power for people to influence brand reputation. This is the main reason why marketing must change due to social media behavior. When brands falter, the nature of people is to call foul. And now the technology of social media creates a platform for greater consumer power. This is the case independent of a brand’s participation or lack there of on social channels. Many brands are afraid to open up a social channel in fear of what their customers might say. But anyone can post derogatory statements on Twitter, forum, review sites, and any other platform. And the use of these other channels is likely to have a more positive or detrimental effect on the brand anyway.

Earlier this week I tweeted “Social media means people see the difference between what you (brands) say and do.” Think about it for a minute. People now can (and do) call out brands in a highly social forum when they step out of line.

And this brings up a very important point. Honesty, not transparency, is a new marketing demand due to social media behavior. Too many people mistake the importance of brand transparency when they really mean brand honesty. Marketing is really about demonstrating a great value and overall user experience of your product/service. Nothing in the world is perfect. In fact, some companies may avoid perfection on purpose because the result would drive pricing up too much while the product at hand is quite sufficient and valuable for the market they serve. Transparency would mean a requirement to openly show all the warts of your business. This is not necessary. But honesty is. Be careful of stretching product claims via advertorial “poetic justice.” It is an invitation for revolt of social channels.

And there is one other thing about social media behavior you should consider. People want to share positive experiences with their friends, family, and colleagues. They express these experiences on their social space. This means that brands should go beyond the marketing of their product/service and give their target audience a reason to love them. There are many tactics that brands can use to accomplish this love. Social cause. Producer of valued added content. And many other tactics beyond product/service value that give your audience a reason to love your brand and share it.

So if there are two new punctuated rules to successful marketing it is 1) honesty, not transparency; and 2) taking a big step forward and offering reasons beyond product/service value for people to love your brand. These two approaches will truly ignite your audience. The audience will react and initiate your desired actions. This is the new successful marketing mentality.

Make It Happen,
Social Steve

5 Comments

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

After 10 Years of Facebook, 10 Things You Should Know About Social Marketing

10 yearsThis past week, Facebook turned 10 years old. While a handful of social networks came before Facebook, and many followed, Facebook was synonymous with social media for quite a while. For some time when people said social media they meant Facebook. Yes, there have always been other active social networks.

Facebook (and other social platforms) have dramatically changed our culture … the way we communicate and engage with others. And ten years later so many brands and companies still stumble using social media to win customers over. Far too many marketers bring an advertorial mentality to social marketing. The reality is that a majority of social users are turned off by brands’ advertorial interruption on social channels.

So as Facebook turns 10, marketers must be aware of the unofficial rules. These unofficial rules are driven by audience behavior first and foremost, and a desire to increase sales and profitability second.

1) Meaningless followers and likes – followers, likes, etc. are meaningless in and of themselves. If your audience doesn’t engage with you, and you with them, the audience never sees your posts anyway.

2) Followers and likes are just the beginning – the initial actions to get followers or likes is only the start. Yes, you could run a sweepstake and give away an iPad to everyone that likes your brand and get 1 million followers. But what good is that if it is the last action a person takes with your brand.

3) Relations are key – brand relationships are key to social success. You want to build an emotional bond with your target audience by showing them you care, delivering useful and/or entertaining information, and responding to mentions of your brand.

4) Avoid advertorial content – social users are turned by advertorial like content in their social feeds. Social media channels are not another acceptable place for content and postings, which are solely product push.

5) Avoid the hard sell – social media is not a good channel for direct sales. Typically, last click conversion does not happen on social media. Social media is an excellent marketing channel to gain attention and influence brand preference.

6) Measure – social marketing must be measured appropriately. Sales are not an appropriate measure of social marketing efforts, but rather the behaviors that tee up sales should be measured. Specifically – awareness, consideration, loyalty, and advocacy. (See “Know What Successful Social Media Looks Like.”)

7) Social starts off your home court – do not build the “field of dreams” social presence and expect everyone to show up there. Go out in existing forums, groups, communities, etc. that you do not own where the conversation already exists. Engage there. Build a reputation as a valuable source. Slowly move people to your social properties once you have established some degree of positive reputation.

8) Don’t confuse Facebook as your community – platforms such as Facebook, Twitter, Pinterest, etc. are NOT your brand community. You do not own the database of information of your audience on these platforms. Consider these platforms as a stepping-stone to attract people and gain affinity for your content hub and/or community you truly own. (See “Why Facebook may not be Your Brand’s Community.”)

9) Social is not a silo … typically social media responsibilities reside in the marketing department. In the words of David Packard (formerly of HP), “Marketing is far too important to be left to the marketing department.” Social leadership may come from the marketing department, but the social practice should be executed by the whole company. Have a plan to unleash company brand ambassadors. Establish policies that govern who speaks on brand social channels and how other employees can positively promote the brand on their personal channels. Motivate the whole company to participate.

10) Integration is key – integration of social marketing with other offline, traditional, direct, advertorial, and online marketing is imperative. Create synergy across all your marketing efforts.

As I hit my seventh year in social marketing I see one problem continuously standing in the way of success. That is most companies (and their leaders) continue to be myopic and internally focused. If there is one thing that social media has culturally changed that marketers must be sensitive to, it is that people who show continuous concern for their audience and “friends” get rewarded. Social user behavior dictates this. Give it some thought.

Make It Happen!
Social Steve

1 Comment

Filed under behavior, brand communication, brand marketing, brands, community, Facebook, marketing, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

4 Musts for Your Social Marketing This Year

It is the beginning of the year and you want to make sure you kick off your marketing to drive success in your company. With this in mind, let me give you four musts for your brand social marketing.

must do social marketing

Throughout my entire marketing career, I have continuously examined brands’ audiences to drive strategy, plan, and execution. I label marketing as the “psychology of business.” And with this in mind, I have identified four areas that you need to focus on with regards to your social marketing efforts to drive audience adoption, brand preference, loyalty, and advocacy.

1. Listening and Responding

There are three types of social marketing listening that are required.

a) People talking to your brand – there are going to be people that use your brand’s social channels and other channels to talk directly to your brand.
b) People talking about your brand – while not directly speaking to your brand people will mention your brand in the vast digital world.
c) People talk about a subject relevant to your brand – while not mentioning your brand, people touch on a subject area that speaks directly to a topic that is relevant to your brand.

You must monitor for all the cases listed above. In the first two cases, you must monitor and respond. The best way to tell your audience you don’t care about them is to not listen to them, or not respond to them. Only respond to mentions if you care about their business … that should include every mention. In the third case, you have an opportunity to expose a new audience to your brand. Do not respond with product information, but rather valuable information. Gain awareness and start to build a great reputation by delivering unexpected help.

2. Content

The way to keep your brand in the minds and hearts of your target audience is produce content they value. The way to prove you are worthy of people’s business (beyond having a truly valued product/service) is to be helpful and entertaining. Brands are often shared between people via content. Thus your brand needs to think like a publisher and produce weekly content (at a minimum). But your content plan should not be limited to original content. Consider how your content strategy will include curation from other sources as well as UGC (user generated content). Your content strategy should also include a plan to capture earned media. This leads to the third focus area …

3. Influence Marketing

In influence marketing, first you identify those individuals and publications that influence your target market. Once you identify the influencers, you work to build a relationship with them by providing them information that is valued by THEIR audience. It is not about pushing your agenda, but finding the intersection of what your brand represents and the information that identified influencers want to deliver to their audience. Influence marketing will continue to gain importance because objective advocacy is much more compelling than subjective brand communication.

4. Personalization

I touched on personalization when discussing “listening and responding.” But personalization needs to go beyond listening and responding. Users are tiring of email blasts and other brand communications that are nothing more than an extension of advertorial programs. What if the brand communication was driven by consumer intelligence? What if you integrated digital behavior and purchase history to deliver contextual relevant communication to your audience? Certainly your audience will feel “special” if you deliver communication and content relevant to their history, interests, and behavior. Personalization means that brands deliver contextual relevant communication and content. Look into tools that allow you to correlate and integrate different data points to produce a data driven view of your consumers.

The four areas of focus I suggested above are not driven by technology or marketing hype, but rather by examining user behavior spawned by new digital technological advancements. Far too often predictions are driven by technology hype rather than user behavior driven by new technology advancements. If marketing is the psychology of business, understand your target audience behavior and implement social marketing accordingly.

Make It Happen,
Social Steve

2 Comments

Filed under behavior, brand communication, brand marketing, brand reputation, content marketing, influence marketing, loyalty, marketing, marketing plan, social marketing, social media, social media influence, social media marketing, Social Steve, socialmedia, SocialSteve

The Secret to Successful Integrated Marketing

Straight to the point I am not going to drag you along with an anecdotal story and make you wait to get to the secret of successful integrating marketing. The secret is simply – follow the customer journey.

customer journey

When I worked at the Ryan Partnership agency, we would often display the customer journey as pictured above. This spaghetti-like diagram is actually a simplification of a customer purchase path for a potential healthcare/beauty product. The diagram shows the consumer:

1) getting input from their friends, family, and colleagues, through social networks and other direct communications,
2) reading product reviews in print and online,
3) comparing competitive products and considering places to purchase,
4) taking actions at home before going to a store such as reading emails and searching for coupons,
5) using mobile apps while shopping,
6) sharing product experiences with friends and more widely via participation on social networks, and
7) experiencing in store displays and promotions.

Granted, the purchase journey will vary a significant amount based upon the product/service being sold and whether it is a consumer or business solution. The important point is to identify the journey and touch points for customers seeking a product/solution that your company offers.

Once you have identified the customer journey, you need to orchestrate marketing creative ideation, themes, memes, personalities, stylizations, and voices across all relevant marketing channels. Your brand and direct marketing needs to play like a Hollywood script across all marketing endeavors and channels. One brand story and supporting promotion that triggers repetitive purchase decision considerations and brand loyalty.

If you look at the different marketing groups that need to be involved as defined by customer behavior you should recognize that integrated marketing is really more about complete collaboration as opposed to integration. John Bell, former Global Managing Director at Social@Ogilvy, makes the point that “Collaboration Trumps Integration in New Marketing.” I recommend reading his article to gain insights on collaborative behaviors.

So when you wrap it all up, the secret of successful integrated marketing really boils down to behaviors. First the customers’ journey and target audience behaviors that define the focus of brand marketing efforts. And secondarily, the organizational collaborative behaviors that truly yield customer brand preference and loyalty. Is your marketing team taking this approach?

Make It Happen,
Social Steve

1 Comment

Filed under behavior, brand marketing, brands, customer relations, marketing, marketing plan, Social Steve, SocialSteve

The Future of Social Marketing – It Might be Going in the Wrong Direction

wrong direction We are at that time of the year where everyone will start to make his or her predictions for the coming year. I am not here to be viewed as the great prognosticator but rather I do hope to get social marketing on the right track.

Digital/social is not hype. If you look at the vast universe of user behavior in digital/social you must believe brands need to leverage these environments for overall success. And when I look and see how a majority of brands act and deliver on social channels, I literally get infuriated.

This week a study revealed “Only 8% Of Brands Believe Their Marketing Team Is Strong Across All Digital Marketing Channels.” How can this be acceptable? If you are part of the remaining 92%, what are you doing about it?

This past week I had a conversation with a CEO of a big agency. A colleague set up this meeting as I am currently looking for a leadership position in digital marketing. The CEO proceeded to share with me that he had acquired a social marketing agency that he was going to fold into the agency. “Why do I need a separate CEO and CFO? I think the current agency roles, the creatives, the account people, can do social as part of what they do.”

In the world of mergers and acquisitions, you probably do not need an extra CEO or CFO and other executive, general management, and support functions. And yes, we should expect everyone to play a social role as part of his or her job function. But I asked the CEO a question, “Don’t you think you need someone to orchestrate the entire social presence for a brand?” He avoided answering this question.

And in there lies the erroneous direction of brands’ social marketing. I believe that everyone in a company needs to be a social extension for the company. Yes, the creative folks need to make sure their productions include social distribution and engagement; the account folks need to make sure information is captured from social listening; and on and on. But there needs to be a chief engagement officer, chief customer officer, chief social officer, chief digital officer, chief marketing officer … Call them what you want … Place the responsibility in an appropriate place … but someone needs to take charge. Someone that is really competent owning the brand personality. Someone owning the customer engagement. Someone measuring and analyzing empirical results.

I see growth in social marketing participation throughout the functional areas of companies. And that is a good thing. But if anyone thinks that greater use of social media across various groups within an organization means that there is social marketing integration, they are wrong.

If companies want to see true ROI from social efforts, there needs to be a leader that is responsible for orchestrating and delivering strategy, plans, operations and measurable results. In my six years of social marketing, and ten years in digital marketing I continually see chief marketing officers, chief strategy officers, chief digital officers, chief whatever officers that really don’t understand target audience behavior and use of digital/social. I see sharp but inexperienced digital marketers in roles that they are not prepared for.

This scenario has caused many to question the value of social marketing. Social marketing will not have value if its responsibility is not placed in the right hands. I have a sense of optimism given that studies are being conducted that unveil how significant the problem is.

If there is one trend that must change in 2014 in the world of digital/social marketing it is competent leadership and responsibility. Let’s put it in place. Then we can start assessing the true social value.

Wake up.

Make It Happen,
Social Steve

5 Comments

Filed under behavior, brand marketing, company organization, leadership, marketing, social marketing, social media, social media marketing, social media organization, social media performance, Social Steve, socialmedia, SocialSteve