Category Archives: content marketing

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

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Delivering the Content Your Audience Wants

When it comes to social marketing, there is only one response to the question, “what is the content your brand delivers to its audience?” The answer must be “the content they want.” Social marketing is not about delivering a marketing communication to push content on your audience.

And the second mistake most make in social marketing is thinking that their job is done when they acquire a high number of likes, followers, or fans. I like the way Nate Elliot puts it in his June, 2012 report “The ROI of Social Marketing” – “Fans have little innate value; it is what brands do with their followers – not merely that they have them – that creates value.” And this means delivering consistent value to those fans on their terms.

Lets talk about this through a case study of a leading consumer brand I recently looked at as an off-shot of some work I was doing. (Let’s just call them Brand-X)

Brand content reach and engagement

From the figure above, you are likely to think that the brand is performing well using Facebook to deliver content and capture strong reach and engagement. But when we look into real execution, things are not as pretty as they seem. First off, look at the peaks. While 500K people talking about this seems impressive it is less than 2% of the 27 million likes. It is also worth noting that the new product and service spikes came with paid sponsored posts. The content the audience reacted to most were celebrity video posts and a contest, and still, these posts reach less than 2% of the fans captured (which were likely via paid Facebook as well).

Once again, Nate Elliot expressed some interesting information. This month, the Ogilvy agency released data showing that the brand pages they manage reach just 6% of fans. For pages with more than 500,000 fans, Ogilvy says reach stands at just 2%.
Some have realized this for a bit, but were apprehensive to come out and say anything against the social media behemoth. Brands and agencies are now openly talking about their discontent. More and more brands are disillusioned with Facebook and are now placing their bets on other social sites — but few of them want to go on the record. In addition to poor Facebook measured results some see the biggest problem with Facebook is their constant rule changes.
But do not think for one second this does not mean that there is not a great value to brand social marketing. And I am not totally knocking Facebook either. But here are some points.

1) Facebook is extremely powerful when users (as opposed to brands) share the value of a product or service. Marketers may not need to focus on content distribution to Facebook, but certainly look to motivate their audience to share in all social channels.
2) Content marketing is extremely valuable. Brands need to get their marketing departments to evolve from traditional marketing communications to storytelling communication.
3) Compelling pictures and videos win audiences.
4) Think about numerous channels where content can be delivered to your users. (For example, I just did some research on a particular target audience for a brand and found out the targets were most active on Google+ and LinkedIn.)

When push comes to shove, pushing and shoving does not work in social media. Deliver compelling content YOUR AUDIENCE wants in the places that are likely to turn the best results. Think about having your own media repository and using social channels to distribute that content. Have others share it on social channels and be the place for conversations and engagement.

Make It Happen,
Social Steve

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The Content Development Plan Every Marketer Should Use

As I work with a number of brands, the most difficult challenge I see them having is grasping how to build a content calendar. So many seem overwhelmed by the idea of building out a plan for 90-day’s worth of content, yet alone an entire year.

I like to encourage building an entire year’s plan because that allows a budget and plan to be set for not only article production, but photos and videos as well. Now don’t get me wrong. Brands still need to work in the moment of current events and have their content reflect that, but certainly themed topics can be planned for one year going forward.

Before I give you an execution methodology for building a brand content calendar, I want to first share with you a couple of reinforcing facts with regards to why content marketing is so important … It is not hype. I read an article (complete with a great infographic) this week titled, “Why Our Brains Crave Storytelling in Marketing,” and there were two facts that solidify why content is such a vital part of brand marketing. First, 92% of consumers want brands to make ads that feel like stories. Why not just give the audience stories that reinforce the intersection of brand and audience value. The second was that the brain processes images 60 times faster than words. Need any additional motivation for the need to produce pictures and videos?

So let’s get to the helpful part now … How to plan your content calendar. As always, all marketing strategy should start with a complete understanding of your target audience…. What are their wants, needs, interests? What are their digital behaviors. If you do not have access to specific research to gain this information, start Googling and you will find the definitions required. From this information, you want to determine content themes your audience is looking to be covered and social channels where they are active with brands. Consider about 6-10 themes and about 4-8 social channels.

You need to be customer-centric and the first step is always about understanding content that will resonate with them. But in the next step, you need to consider your brand, what you sell, what the value proposition is for customers, and your overall position. Use this information to sharpen your content themes, but make sure you are still planning to deliver content your audience is looking for, not corporate communication.

The last step in refining your content themes is to do some due diligence on your competition. Look at their site, blog, and social channels. Understand what content resonates strongest with their audience. Look at posts and determine what types yielded the most audience engagement.

Once you have your content themes narrowed down, determine the cadence for each topic. How many articles will you produce, photos taken, and videos to be made. When considering content cadence, remember visuals work best. Think about your audience’s attention span. You can likely keep them interested with a number of photos per week, a video a week, and an article or two. Think about which theme topics lend themselves best to article, picture and/or video. Consider ways to generate UGC (user generated content) for some of your content.

I like to take the information I described and create two spreadsheets to determine a brand content calendar. The first spreadsheet lists each theme, the cadence for production, and channels where the content will be seen, as shown in the diagram below.

Content Calendar 1

Use all channels as appropriate for each content piece. Notice that in some cases, the actual content will not be posted on a channel, but rather the social channel is used to reference the content piece and provide a reference link. This is often done with blog articles and referencing them on Facebook, Google+, and Twitter.

Once you have built out the Theme/Cadence/Channel Content Chart, add spreadsheet tabs for each channel determined to use. On each channel tab, build a one-year calendar. Next, go back to the Theme/Cadence/Channel Content Chart and copy a theme, look at the cadence specified, and paste that theme on the social channel chart per cadence specified. Do this for all themes and all social channels as shown below.

Content Calendar 2

Now you have a plan in place for content production. Not that you need to explicitly follow this calendar, but it gives plan activities for each week, each month. It allows you to pre-work content production. When executing, consider ad hoc changes driven by cultural changes, news, and brand industry specific events.

Don’t just wing your content production and posts. Your content production should be run much closer to the mentality of a media production company. When done this way, you will see a much greater audience following and engagement. Tell your audience great stories.

Make it Happen,
Social Steve

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4 Investment Musts for Social Media Success

As I talk to many new and potential clients I am constantly reminded that most companies do not know what it takes to be successful using social media. I think we are finally at the point where most believe they need to incorporate social into their business, but it feels likes the early 90s once again. In the 90s, most companies (and investors) knew that they needed to get on the Internet bandwagon but had little idea how to make it work for their business. Jump forward to 2014. Most companies know that they need to leverage digital and mobile technologies to increase their social capabilities with their target audience, but few know exactly how to invest.

Do we still think social media is free?

Social Media Investments

As I thought about the content for this article this week, I came across a headline “Marketers Lack Social Budgets, But Investments Growing In 2014.”

According to a Forrester study, “Some 28% of marketers surveyed by Forrester admit not allocating a budget to social in 2013, and an additional 55% allocated a mere 1% to 10% of their total budget, followed by 28% who invest zero, and 11% who allocate between 11% to 20%.” Empirical data supporting my experiences.

Before I get to the 4 musts, let me just say leaving any of them out destroys the possibility for success. Look at each of them as a single base hit in baseball. If you do three of them (or have three singles) and not the produce the fourth, you leave three runners on base and do not score. All four investments produce a winning run – don’t fall short.

1) People – Probably the most important aspect of a successful social effort at a company is having the right social leader and supporting cast. With regards to a social leader, companies must invest in an experienced hybrid digital and traditional marketer. Far too many organizations put leadership in the hands of a young digital millennial that has no experience driving business objectives, or in an experienced marketer that has not kept up with emerging new media. As I wrote a while back, “When Looking for Your Company’s Social Media Marketing Leader, Consider …” a dual skill set and experience is a must. Once the leader is in place, you then determine other support staff required to meet needs and synergy.

2) Content – Brands must invest in the production of great content. Content should include articles, photos, and videos. If you want your brand to stand out and be shared, stellar content is your must valuable asset. Brands need to think like publishers and producers. Great content pulls your audience to your brand’s digital assets. As I have stated before, “Content Marketing – Social Marketing – You Can’t Have One Without the Other.”

3) Tools – One of the biggest challenges is scaling social. Social requires human intervention. While we look for human interaction, it is presumptuous to think that companies can engage with every member of their target audience. Marketing automation should not be used for social engagement, but I am bullish on using technology to assist in social execution. There are an abundance of great social tools to help companies with their social programs. I suggest staying on top of new technologies, as the social tool space is making great advances. But for starters, you need to invest in three types of social tools – a) social publishing which helps you plan content calendars, manages content distribution on your social channels, and provides analytics with regards to post click through, reach, engagement, and shares; b) social monitoring and listening tool that allow you to monitor brand and category mentions; and c) influencer tool that allows you to determine top influencers in your brand space to prioritize for engagement.

4) Integration – Social cannot be in a silo. Every marketing effort and every business initiative needs to have a social component. As you develop business initiatives, the social leader needs to be involved to determine how each element can be socialized to promote brand value and motivate sharing and advocacy. Social needs to go across all business strategies.

I have outlined the four investment musts for social media success. Now the question for you … are you ready to invest in all needed social elements to drive winning results or are you just dabbling in social because you feel everyone else is? Success demands commitment and investment.

Make It Happen,
Social Steve

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Top 7 Reasons Why Brands Fail at Social Media

“Well, the results are in. Social is doing a pathetic job of turning readers into customers. After all the hype has settled…after all the stock clamoring has died down, the truth is staring us in the face: People don’t want to be customers on social media.” Such was the opening paragraph on Entrepreneur.com’s post, “Here’s the Big Problem With Chasing Customers on Social Media.”

success or failureHow many times do you read articles that state something similar? What really gets me is that so many brands continue to approach social media incorrectly and then reports indicate social media failures as opposed to companies’ failure on social media.
So as a first step, I strongly suggest we all get social media right before we start assessing the success of companies’ social efforts. And here are the top 7 points of failure for brand social screw-ups.

1) The wrong person leads social efforts – “66% of CMOs surveyed said their companies are unprepared to handle social media, where the ‘rate of change seems faster than many can cope with.’” There are two types of people responsible for social efforts at a company. a) A young digital millennial that does not have experience driving company KPI (key performance indicators) results, and b) chief strategy/marketing officers that do not understand nor participate in social platforms. This presents a problem where you either have someone that understands social media user behavior or someone that has experience delivering business results … but not both qualities at the same time. What is needed is a hybrid of both and there are few that can bridge both worlds.

2) Going straight to tactics before having a strategy and integrated plan – how many social efforts start with an objective of building a Facebook and Twitter presence? Far too many. A while ago I wrote an article “Where You Start in Social Media Strategy Defines Where You End Up.” It highlights the problem of thinking tactics before strategy. Start by addressing integration of social efforts in overall business strategy. Then build your social strategy followed by a plan, which includes tactics.

3) Measuring the wrong thing – today, most social reporting is done by indicating “reach” and “engagement.” Yes these are important factors. But how many executives can relate reach and engagement to their KPIs? The typical response from an executive is likely to be, “Yeah, but does that increase my sales?” And at the same time, I have often stated that social is poor at direct sales. So what you really need to measure are those areas that tee up sales. Think of the sales marketing funnel where awareness, consideration, and post sales loyalty and advocacy parameters are important functions of sales. For more information, see “Know What Successful Social Media Looks Like.”

4) Selling instead of being a valued source – users are immediately turned off by brands that use social presence to sell product. Social should be used to develop long-term relationships and build a reputation as a valued source of information and engagement. This approach will create sustainable loyalty and advocacy. The result is long-term sales, but ironically done so by avoiding a sell mentality.

5) The content is not exceptional – I remember making this point to a boss of mine and he asked, “Does the content really need to be stellar?” Case in point – are you ever wowed by mediocre content? Would you ever share so-so content? There is so much noise in the digital space and you really need to standout. Think like a publisher or a producer who is only successful when they deliver killer content.

6) Talking and not listening – the strongest relationships start by knowing your audience. And the best way to get to know your audience is to listen to them. I love the line – “We have two ears and one mouth so we should listen twice as much as we talk.” As far back as 2009, I raised the issue of a lack of social listening, and the problem is still pervasive.

7) Lack of a social business culture – social success does not come from one person or one group. Ultimate social success will come when sharing, engaging, and commitment to the brand audience comes from every part of the company. I expect to see “social business” be an evolutionary process within companies. This will not just happen overnight and progressing to this culture requires executive leadership.

So as step one, I urge everyone to take their social media efforts seriously and not just wing it. Do the right thing. Then, when we can get enough companies and brands actually delivering a sensible and meaningful social media approach that is compelling to their target audience, let’s evaluate success/failure. Are you ready to…

…Make It Happen?
Social Steve

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A Content Marketing Approach That Works

Content marketing seems to be the new buzz. Everywhere you turn, you see another piece of content on content marketing (pun intended). eMarketer reports that “59% of marketing professionals will increase [content marketing] efforts this year.” But content marketing is not a separate marketing effort. In fact, well over a year ago, I reported “Content Marketing / Social Marketing – You Can’t Have One Without the Other.”

And yet, companies continue to struggle with content marketing.

emarketer content marketing
(http://www.emarketer.com/Article/Content-Marketing-Struggle-Start-Finish/1010550)

The big problem is to know what content to deliver such that your target audience values what is delivered. When we think about content relevance, the main challenge is coming up with content that resonates directly with each individual within your vast target audience. It is hard to balance one-to-one marketing versus mass marketing. If you write content for the mass target audience, it likely will not resonate with any individual. Conversely, just about all companies cannot scale for production for one-to-one content marketing. So how do you solve this problem?

Let’s start by reviewing target audience dynamics.

customer audience

You want your content to appeal to that small group of ideal customers, but at the same time you want to attract a large enough audience to meet the required scale for business profitability. Look at the bulls eye as a metaphor. The challenge has been determining how far off the center circle you need to go to win the right number of customers while not watering down your content such that it is not compelling to the ideal customer.

Consider listening to the entire target audience mass. Understand what they are saying and segment the audience in subgroups based upon their behavior as determined by their conversations. Then produce and curate content that resonates with the segments and point those segments to the applicable content.

Let me give you an example … say you are marketing a fitness club.

fitness club target audience

The ideal customer is a fitness zealot. The largest group of the target audience would include anyone interested in looking good, feeling good, and/or losing weight. If we listen to the large mass of the target audience, we would likely learn the entire audience can be segmented in groups including a) health conscious, b) interested in losing weight, c) looking good is more of an issue than fitness and exercise, and d) an aging group wanting to stay fit. (Of course there are other possibilities, but this is just an example.) Thus, you would need to produce and curate content that appeals to those audience segments and reach out to them to share.

fitness club target audience segments

This approach solves the issue that mass content marketing does not resonate with individuals because the content is too generic for individual’s interests. (Please note that it is still important to have individual conversations with influencers of your target market … a different topic I have covered in the past.)

Net – net … as content marketing begins to get much greater attention, marketers are going to jump on the bandwagon, if they haven’t already. In any event, marketers should have a content strategy that works for their target audience. The content strategy should quantifiably increase your audience stickiness and advocacy, and attract new people as well.

Make It Happen,
Social Steve

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Please Ask Yourself – Are You Worthy of Having Me as Your Customer

Have you ever stopped and asked yourself if you are worthy of having customers? What exactly does that mean?

worthy business

Well it starts with having a thorough understanding of your customers. They are people with wants and needs, and can get motivated and/or disillusioned by your actions and presence. You need to understand your target audience beyond an interest in their purchases. Previously, I stated that empathy was the most important word in marketing. Marketing strategy must start with target audience empathy.

If you really understand your target audience, you are in a position to prove to them that you are worthy of their business. And digital marketing is a key asset to use to demonstrate your worthiness? Not sure about that? Consider the following …

1) Where do consumers and business decision makers go to capture product/service information?
2) What does it take to be perceived as a subject matter expert?
3) How relevant and prolific is the use of mobile?
4) What is more compelling and believable … Hearing a product/service is great from the brand itself or an objective individual?

If you take time to answer the questions above, I think it becomes a no-brainer how important a strong digital presence. As you think about your digital marketing strategy, go back to the first question I asked … Are you worthy of having me as a customer?

Think about how your digital presence can continually prove you are worthy of your target audience’s business. Here are some elements that should be part of your digital activities, presence, and implementations …

1) Listen – listen to what your target audience is saying. This should guide everything you do in business if you truly are a customer-centric business.
2) Engage – connect with people to build deeper relationships such that you learn more from them and win their trust and support.
3) Content – deliver stories and information that your audience truly values. Give them a reason to stay connected and interested.
4) Outreach – actively seek people that are interested in your product/service area. Search the internet, forums, communities, online groups, etc. for relative conversations and participate.
5) Mobile – everything you produce online needs to be accessible via mobile. Just look at the growing number mobile use. If your digital presence is not mobile-ready, you are missing out on a good part of your potential audience.

Granted, much of what I have just stated resembles last week’s post where I focused on the areas you need to focus on for social marketing success. The point in this week’s article is that social marketing actions are driven by the objective of winning the customer over. And this goes far beyond a particular product or service. Digital presence gives marketers an opportunity to provide a product/service extension … a strong enhancement of the user experience.

If there is one reason why you need to ask yourself if you are worthy of having your target audience as customers, it is because the actual audience is asking themselves, “are you worthy of having ME as your customer?” Purchase decisions are being driven by customer use of digital technologies more and more. Social and mobile technologies may not invoke “last click” purchase action, but they certainly set the path to the final purchase, ongoing loyalty, and advocacy.

Make It Happen,
Social Steve

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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

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All You Should Know About Social Marketing to Be Successful

I have been blogging now for five years on the topic of social media and social marketing. I have shared a great deal of information with regards to social best practices, case examples, integration, and organizational implementations. There is a wealth of information contained here within The SocialSteve Blog. But wouldn’t it be nice if it could all be pulled together in one article? (Really – that is impossible.) But I will attempt to give you a “Cliff Notes” version of what you need to know about social marketing that I have covered in my blog.

All You Need to Know About Social Marketing

So lets get cracking and I will refer you to some key highlights from The SocialSteve Blog …

The first thing to realize is that brands need to use social media to enhance their brand image as covered in the article “Brands in the Age of Social Media.” Some brands were initially apprehensive to get involved in social media because they believed that they lost control of their brand position. Certainly, objective audience postings are more believable than subjective brand communication, but administration of good traditional marketing practices and utilization of social marketing highly increases company-driven brand influence.

Social media has put brand reputation in the hands of the democracy of users. Thus, brands must build strong relationships with users. And the way to do this from the start is to have complete empathy for the target audience. Yes “empathy” is “The Most Important Word for Marketing.” And once you have empathy for your target audience, “Connections and Relationships are No Different for Social Media” than in “regular” social situations.

So far, I have mentioned some of the general mentalities required for successful marketing, but generalities are not enough. You must understand the “Three Social Marketing Fundamentals.” The first fundamental starts with a strong and inseparable link between content and social marketing. A content strategy and social marketing strategy must be determined in unison. The brand definition is the center point of marketing strategy and content must reinforce what the brand is about without directly referring to the product. The social marketing strategy must then address how the content is to be proliferated such that readers/viewers/contributors share the content and some even become advocates. Throughout my blogging career (really not a career but a platform to share), I have given much coverage to content. It is imperative – crappy content, crappy social marketing; stellar content by the perception of the target audience, damn good chance of winning social marketing. Consider reading through some selected content article highlights:

Content Marketing – A Must for Marketing Communications
4 Ingredients to a Winning Content Strategy
7 Tips for Blogging – Maybe Your Most Important Social Media Activity for Business
The Power of UGC (User Generate Content) for Social Marketing
Evolving Social Media Marketing – From Content Marketing to Contextual Content Marketing
If a Picture is Worth 1000 Words, What is the Value of a 6-Second Video #Vine

The next social marketing fundamental is far too often missed. Social marketing is not about building the social field of dreams and having people show up. Social marketing starts by going to relevant conversations where they exist as opposed to expecting a crowd to show up on your Facebook page or simply following your Twitter feed. You need to go beyond your own social assets and go where the existing conversation exists and start to engage there. Early on, I coined the social media A-Path. The A-Path allows social marketers to traverse their target audience through a sequential path increasing commitment to brand at each stage. The A-Path starts by getting brand Attention, followed by Attraction, then Affinity, Audience, and Advocacy. The early part of this path is accomplished on social channels other than the ones the brand owns and manages. As you progress your audience through the A-Path you slowly wean users to brand-owned social channels. This method is described in “Executable Game Plan for Winning Ultimate Customers with Social Media.” When using this approach, marketers need to understand “When to Ask for a “Call-to-Action’ in Social Media.” Following this approach provides an understanding of how “Social Media Highlights the Important Difference Between Marketing and Sales.” You will also see the relationship of “Social Media Conversion and the Social Media Marketing Funnel.” And one other note on this holistic approach to social marketing … Do not jump to a conclusion that your Facebook “likers” are your audience. Understand “Where ‘Audience’ Fits in Social Media.” It is likely different than you assume.

And now the last imperative social marketing fundamental is to “Know What Successful Social Media Looks Like.” Specifically, I am talking about social media marketing measurement. The referenced article outlines that awareness, consideration, loyalty, and advocacy should be measured. Not sales. Parameters to be measured in the four categories are covered in the article. When it comes to measurement and “Social Media ROI – Don’t Be So Short Sighted – Think Longer Term.”

So you have the fundamentals down, right? Now, where do you start? “Before You Start with Social Media” you need to apply marketing basics. The referenced article explains the need to understand the brand and its position, defining a communication or campaign objective, as well as defining a communication plan. A presentation deck is provided to take you through the steps. The deck was later updated in a more recent post, “University Social Marketing Presentation.” And when you put together your social strategy, you must pay attention to “Marketing Demographics and the Ramifications of Social Media.” Consider psycho-demographics as well as standard demographics. Psycho-demographics identify various segments of the target audience’s state of mind. When you identify the various states of mind, you can then deliver contextually relevant content.

Now that you have the fundamentals and a game plan, you cannot stop there. Far too many companies make errors with regards to organizational issues for social marketing. Here are some very important issues …

CEO understanding and support
Social Media in Your Company – Guidance for Where It Fits In
When Looking for Your Company’s Social Media Marketing Leader, Consider ….
Why the “Social Media Person” Needs to Be More than Just the Social Media Person
3 Helpful Tips when Hiring for Social Media

Social media gives the target audience a strong voice. Brands can no longer put out statements and advertisements and expect the audience to simply accept what they are saying. Brands need to listen to their audience, engage and build relationships. Brands have an opportunity to build an emotional bond with their audience. Emotional branding will yield loyalty, word of mouth marketing and overall, long-term brand preference and sustainability. Social marketing is a must in today’s consumer driven world.

You now have the definition of how to drive social marketing success. Let me know what else you need or do not understand.

Make It Happen,
SocialSteve

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The Greatest Hits on The SocialSteve Blog – 2013

Thanks for being a reader of The SocialSteve Blog (named one of the Top 50 Global Influential Marketing Blogs). Here are the articles that were the greatest hits on The SocialSteve Blog in 2013 …

SocialSteve Greatest Hits

#10) Why PR Agencies Should be Great at Social Marketing, But So Few Are

#9) A Facebook Page Every Marketer Should Learn From

#8) How Often Should You Post?

#7) 2013 – The Year Social Media Will Be Measured Correctly

#6) Activation Marketing via Social Media

#5) Social Media Highlights the Important Difference Between Marketing and Sales

#4) Know Your “Ps” When It Comes to Content and Social Marketing

#3) The Successful Social Marketing Framework

#2) What is Social Marketing? (Make Sure You Really Know)

#1) Why Are We Doing Social Marketing Anyway?

Strive for social marketing excellence.

Make It Happen,
Social Steve

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Filed under brand communication, brand marketing, brands, content marketing, digital media, Facebook, marketing, marketing plan, PR, sales, sales conversion, social marketing, social media, social media marketing, social media ROI, Social Steve, socialmedia, SocialSteve, Uncategorized, website, Word of Mouth Marketing