Category Archives: marketing

3 POVs That Define the Future of Brand Business

My professional mentality has been pretty simple for the past 8 years – evolve business marketing and strategy to follow the target audience. I bring that to my job day in and day out. I also bring that to my blog in my weekly writings that I share with you.

My blog is generally devoted to articles that are meant to help marketers be more responsible and effective at their roles. In the past month, I have written three articles that should be the guiding anthem for marketing. I did not plan it that way, but simply aiming for my blog objectives, the residual effect was writing a point of view (POV) trilogy that should define the future for successful brand business.

building a brand

Everything should always start with your target audience. It is all about them, not your brand. The democratized audience now has great control of brand reputation and position. Thus understand “The Dramatic and Fundamental Change in Marketing and What You Need to Do.” The article points out how to deliver marketing success in the age where consumer/client control has outpaced the power of businesses.

The next important change for brand marketing is the power of social marketing. Not social media, but social marketing. This means engagement with your target audience to increase awareness, consideration, loyalty, and advocacy. Not hard sales, but relationship building. You should really understand that “Social Media is NOT Social Marketing and Why It Matters.”

The changes and issues raised in the two previous referenced articles tee up “Why You Need a Chief Engagement Officer.” Your organization needs to take on change. Not for change sake, but as driven by the evolving nature and power of your target audience. While there are a few organizations making changes by adding the role of Chief Customer Officer (which is a good first step), I believe this role needs to go deeper by placing the responsibility of “engagement” with customers.

Companies are naturally resistant to change. But the current business environment demands the three changes as proposed in the three POVs, the articles mentioned. I categorically state you must make these changes to keep your brand relevant and your business successful. What is keeping you?

Make It Happen,
Social Steve

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Filed under brand marketing, brand reputation, brands, change management, company organization, marketing, social marketing, Social Steve, SocialSteve

The Dramatic and Fundamental Change in Marketing and What You Need to Do

I am not a digital native. I remember when there was no Internet. I remember when brands used to put out advertisements and assertions that were not necessarily believed but difficult to refute or validate.

The Internet and digital communications allowed a shift of control of brand reputation to the consumer and purchasing business. Make no mistake. Brands can no longer make bogus claims. There is a democratized public that now plays the role of judge and jury. Technology enabled a behavioral change. Digital allows a new way for people to communicate – faster and to a larger audience.

consumer in control

The dramatic and fundamental change is that brands have lost power and control. It is now slanted to their audience. It used to be that brands could show up anywhere and push their agenda. Now, their target audience is in control and figuratively says, “I’ll let you market to me if you make it worth my while.” This changes the way brands must market to be successful. And there are still numerous brands spewing outlandish advertisements and claims without sensitivity as to how the democratized public will react.

So let’s examine two new mentalities for successful marketing in our changed world.

The first that I want to (re)introduce you to is a term that was popularized by Seth Godin – permission marketing. While the term was not originally defined by Godin, he certainly thrust the significance to a large audience. Permission marketing takes the place of interruption marketing. Marketers can no longer shove their agenda down their audience’s throat without negative ramifications and results.

From my perspective, permission marketing needs to move a gigantic step forward. It is not that brands need to literally ask their audience for permission to engage and converse, but the brands must have a strong degree of foresight as to how their communication and programs are going to be received. What this means is that brand marketers must have complete empathy for their audience and have a deep understanding and perception with regards to how their programs and communications will be received. If their audience believes that they are being sold BS, the audience will react, loud and fast. If the audience feels that they are being intruded opinion, the audience will react, loud and fast. It is as if brands need to truly understand the outcome of their marketing and ask, “Target audience – would you approve of what we are doing?” The challenge is that this permission marketing must be a validated premonition. Permission marketing means knowing your audience and how they will react ahead of time and proceeding appropriately. You cannot look at success of other marketing efforts and say, “Hey, we should do that. Just look at how many ALS Ice bucket challenge videos were made.” Is your audience really going to react the same?

The second element of change given the evolved consumer/purchasing business behavior is the supreme importance and value of word-of-mouth marketing. People believe others they can trust. Is it more likely that compelling communication of brand value will be come from a (objective) friend or the (subjective) brand? If you can motivate your audience to do your marketing for you, in there own words, you will definitely see positive results of awareness, consideration, and conversion.

If you want to be a successful marketer in today’s changed world, you must have a much greater understanding of your audience. You not only need to understand what they want and need, but you need to understand how to pre-assess their reactions. And you need to think how you will motivate them to deliver actions beneficial to your brand. This means a mentality of permission marketing is required. It also means that you need to rely on your audience to do your most compelling marketing – word-of-mouth marketing. Are you prepared for this change?

Make It Happen,
Social Steve

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Filed under behavior, brand marketing, brand reputation, brands, marketing, Social Steve, SocialSteve, Word of Mouth Marketing

Why You Need a Chief Engagement Officer

Who is the most important person in your business? I hope you answered the customer or client? That’s right … you can take anyone out of your company and you will survive, but if the customer(s) is not there, you have a hobby, not a business.

So if the customer is the most important person, why aren’t you forming an organization around their wants, needs, and desires? Why don’t you have a point person responsible for all interactions with that imperative individual(s)? A person who is responsible for attracting them, building trust with them, selling to them, developing brand loyalty, and building a relation so rich that your customers will both rally for and defend your brand.

That is the role of the Chief Engagement Officer. Think of all the touch points that potential and existing customers have with your company. If we look at your organization today, the role and the responsibility of a Chief Engagement Officer is part marketing, sales, billing, and customer service.

Time for Chief Engagement OfficerNow you can say all the touch points I have defined and all the areas of responsibility I have listed have been in place for 100 years. So why do we need a Chief Engagement Officer now? The answer is simple. There has been one dramatic aspect that has changed the way business is done. That is the evolution and now ubiquitous nature of our digital world.

Digital technologies and cultural adoption uses have flipped the playing field completely whether you like it or not. The customer has far greater control of a brand position and reputation than the company behind the brand. There is no more making pretend this is not so and denying it. If you are, your business will soon be dead.

I recently read through an excellent presentation by David Meerman Scott titled, “The New Rules of Selling.” David details how buying behavior and actual purchasing has changed. Before they go into the car dealer, for example, they already have researched and have decided what they want to purchase. From my perspective, this means that engagement and proliferation of valuable information are paramount. The Chief Engagement Officer needs to manage all aspects of content, communication, customer service, and motivating loyal customers to advocate on behalf of the brand. I have come to the conclusion that marketing is the new sales. At bit confusing, yes, but think about it. You need to put valued information in front of your target audience to help them make buying decisions. This information and stories come from both your company and your existing audience.

As I mentioned in the beginning, “There has been one dramatic element that has changed the way business is done.” Similarly, Meerman Scott rightfully declares, “Now BUYERS are in charge of relationships they choose to do business with.” And given this reality, companies don’t require a head of sales, marketing, and customer support. They must have a Chief Engagement Officer that covers the entire gamut.

Now I know you can look me up on LinkedIn or see my bio here on my blog and see that I am the Chief Engagement Officer at Social Steve Consulting. Sure, you can easily say, “Oh Social Steve, that is so self serving to write an article covering Why You Need a Chief Engagement Officer.” But think about this … I have been a marketing executive for 20 years. I have my own consulting practice. I could have given myself any title. But I am a Chief Engagement Officer because the responsibilities that go with that title are driven by the needs of brands through out the world. Customer behavior and current business environment dictate needs to change organizational leadership structure. And organizations require a new type of leader if they really want to win customers and spawn word of mouth marketing. How much longer can brands continue to be stagnant and avoid organizational changes that must happen to drive success?

Make It Happen,
Social Steve

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Filed under behavior, brand communication, brands, change management, company organization, customer service, marketing, sales, Social Steve, SocialSteve

Social Media is NOT Social Marketing and Why It Matters

social media not equal social marketing

If you are running a business, do you want good social media results or good business results? Social media results are things like “likes,” “followers,” “reach,” “engagement,” and “impressions.” If you are a marketing professional, you are expected to demonstrate increased awareness, consideration, conversion, loyalty, and advocacy. So this might give you a bit of a hint of the difference between social media and social marketing, but let’s drill into a bit more.

Social media are a number of platforms that allow people to post, share, and comment on communications. Communications that are conversations, stories, or other content. The content/conversations can consist of articles, photos, and videos. Social media examples are Facebook, Twitter, Google+, Pinterest, Instagram, Vine, SnapChat, and a host of literally hundreds if not thousand more. Social media has attracted just about all companies because it is the digital access to a great number of people. A digital and mobile culture has evolved and is now ubiquitous so brands want to be involved and influential where the numbers exist.

Social marketing has two parts … social and marketing. Lets start with the later. Marketing is the act of creating awareness and consideration to yield sales. Marketing activities should not stop with sales. They should include post sales activities capturing loyalty to create brand preference, and advocacy sparking word of mouth marketing by objective sources. The social part is that you look for your brand message, story, positive experiences, and value to spread throughout your target market. Social marketing looks for increased awareness and advocacy by influencing the general public to proliferate the brand marketing on behalf of the representing company. Digital makes the brand content spread faster and wider.

So now comes the important question. Should a company/brand look for individuals that understand social media to drive business results? Can someone who understands social media take the job at hand far enough? Or rather should experienced marketers that have stayed atop of user behavior, digital technologies, and social platforms be the one to lead? Granted, not all experienced marketers have kept up with the times. But brands/companies can no longer put “social media experts” in a position to drive marketing and business results unless in fact they know how and have experience doing so.

For the past year and a half, I have been delivering digital marketing results as a consultant for numerous clients as I also scan the job market. While I am a freelance consultant now, I am ultimately looking for a strong match in an organization where I can drive strong growth and success. As I look at various job descriptions and placements, I continue to be amazed by false and irrational expectations. Many organizations look to place a “social media expert” with limited or no marketing or customer/client experience in social leadership positions. They do not experience delivering business KPIs (key performance indicators). And guess what types of results they yield.

If you are truly looking for someone to drive social results that align your business KPIs, do not put the responsibility in the hands of someone that is not capable of doing so. I’ll give you one extreme example … I literally saw a listing for “social media manager and executive assistant.” Hopefully you get the point.

Here is my suggestion … start with a definition of the end game. What do you look for this person to accomplish? Do you know what you want out of a social implementation? (Suggested reading – “Know What Successful Social Media Looks Like” … If I was to write that story today, it would have been titled, “Know What Successful Social Marketing Looks Like”). Can someone tell you and show you how social efforts will lead to business results? Social marketing is an integration of everything done in marketing and beyond. It must be a customer centric discipline that motivates your audience to do your marketing. It is much more than managing a Facebook page, Twitter feed, and pinning some pictures on Pinterest. Yes, those are probably some of the activities, but there are also many other strategies, plans, and integration points with other business functions that are necessary to yield business results.

So back to the beginning …Social media is NOT social marketing and it matters because you need to understand the outcomes from the different skill sets and experiences required for both. Make sure you are putting your company’s social efforts in the hands of someone that will drive business results, not social media results.

Make It Happen,
Social Steve

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Filed under marketing, social business, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

3 Motivators for Interaction in Social Marketing

How many times have you discussed a social marketing program that asks your audience to where you look for your audience to take a picture or make a video to rally some UGC (user generated content) and sharing? If you are in marketing, I will bet this is suggested (and maybe attempted) many times. And then you do it and the outcome is poor … so few participate. I am sure And now I’ll bet everyone is looking at the ALS Cold Bucket Challenge and wishing they could have the success of would be thrilled to capture even 10% ALS’ results.

social interaction

Before you try to do a social marketing program and aim for even a fraction of the success of the ALS Cold Bucket Challenge, you need to understand three motivators of interaction that has made this so productive from your audience.

1) WIIFM (What’s In It For Me) – In order for someone to actively participate in your social marketing program, they need to believe something is in it for them. No matter how much someone loves your brand; they need to believe there is a compelling reason for them to act.

2) Passion – There are few brands that people get passionate about. But certainly there is an opportunity to create a reason to be passionate about what a brand stands for. A great example of this is Dove. It is pretty hard to get people excited about a cleansing soap, but if you look at the various programs they have developed for women’s self esteem, you can see how a social movement creates brand passion.

3) Make People Feel Good About Themselves – This area could actually fall under the WIIFM umbrella, but I explicitly separate it out because this is more of a subconscious user action.

There are a couple more attributes of social interaction that the ALS Challenge highlights. First off, the ALS challenge has been extremely successful because it was designed it in a way that they (the brand) did not ask people to participate, but rather had friends challenge others to act. This not only motivated people but shines light on the second important attribute. That is social pressure. When challenged to do something by someone you know, there is a societal pressure that you must act upon.

Look how emotions drive desired marketing behavior. Tech Crunch ran great article this week titled “Startup Marketing And How Emotion Drives Customer Action” by Kobie Fuller () that has some very interesting psychological information for marketing for all companies. I quote …

Psychologist Robert Plutchik discovered eight basic, primary emotions that guide all behaviors: joy, trust, fear, surprise, sadness, anticipation, anger and disgust. These emotions are product-agnostic, and over time, establish brand-to-consumer relationships that transcend traditional boundaries of engagement.

The question is, which emotions should marketers target, and how do they solicit these emotions? Elbert outlines the following correlations in emotion with user behavior:

Intrigue and mystery – creates a curiosity that drives initial exploration and clicks; important for advertising and emails
Desire and aspiration – stokes consideration; helpful for site imagery, product pages and lookbooks
Urgency and fear – provokes a feeling of missing out, which triggers a purchase
Surprise and laughter – drives sharing, as seen on April Fools’ Day

(Source: http://techcrunch.com/2014/08/20/startup-marketing-how-emotion-drives-customer-action/)

So when you are thinking about an audience participation program consider ways THEY (the audience) are motivated. There are a few more considerations I suggest:

1) Make sure the task you set up is easy to achieve.
2) Consider share-ability – that is, make it a task that people want to share with others.
3) Audience development – form a task that naturally builds an extended audience beyond your initial targets

The beauty of social marketing is that your marketing comes from objective people as opposed to the brands subjective team. Getting user interaction is an excellent marketing tactic – if you plan accordingly and do it right.

Make It Happen,
Social Steve

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Filed under behavior, brand marketing, influence marketing, marketing, marketing plan, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

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

Changes in Facebook Signal a Need for Social Marketing Change

Just when you thought you were getting the hang of capturing your audience’s awareness, consideration, loyalty, and advocacy via social marketing, the social world pivots. The new twist will require a change in your social strategy.

facebook changes

First, lets define the change. For the past couple of weeks there have been leaks that Facebook intends to drop the organic reach of brands to 1-2%. This means that if you have 200K fans on Facebook, roughly only 3K fans will see any given post. Is this what you worked so hard to build up your Facebook fan base for? Of course you can pay Facebook to amplify your posts. That is really not a bad idea as costs are reasonable (today), but it certainly is not something you are going to do for every post.

Many brands have witnessed a continuous decline of organic reach on Facebook. (Have you checked your numbers recently?) Facebook should no longer be viewed as simply a content-driven and engagement platform to win over the target audience. Content plus engagement and now paid amplification for content are required to get postings on newsfeeds of “brand-likers.” Facebook should now be viewed as a promotional platform. Daily posts no longer make sense.

So what do you about this now? Consider doing a Facebook “dark post” to a targeted audience that is not necessarily your fans. Do these promotions only when you truly have something news-worthy (new product release, special event) and not every day content. Think about having your own content repository for daily posts and then using a plethora of social channels to proliferate that content and drive traffic to your site (where your content repository resides).

What really drives me crazy is that Facebook states that the shrinking of organic reach is not to force brands to pay for Facebook use. Facebook suggests that there is a strong increase in content production from brands that has created a flood of spam marketing on Facebook. If revenue is not the reason for this sudden drastic change, why not allow users to “opt-in” the brands they want to see in their newsfeed. Why not just give the complete control to the users. That will eliminate spam. If users have the power to manage their own newsfeed, their actions translate to simply say, “make it worth my while and I will let you get into my newsfeed.”

Anyway, I am not holding my breath that this is going to happen. In fact I would say Facebook actions will set a precedent for other social platforms. Once a given social platform has built up a large enough user base, they will then turn to brands and say “pay to play.”

All this said, social marketing is still imperative to business. I’ll leave you today with two goals you should set that will yield very strong measurable results.

First, you do want your brand content and stories (not advertisements) to be consumed by your target audience. You want to win them over emotionally by delivering content that is valuable to them. You should no longer have a “social content strategy”, but rather a “brand content strategy.” Your brand content strategy should focus on the production of articles, photos, videos, and vines that have strong appeal to your audience. You should house these content pieces in a content repository that sits on your own site. Drive traffic to YOUR site, not someone else’s platform. Use social media channels to proliferate the content and engage with users where they are social.

The second piece of information (and maybe the most important) is to remember that there is nothing more powerful for marketing of a brand than advocacy. Having an objective person tell their friends, family, and colleagues that a brand is worthy of looking into is the greatest result a marketer can drive. Consider how you will motivate users to talk about your brand to other users on social channels. Do not worry about your brand being the “poster” of your brand story. There is much greater power putting these stories in the hands of advocates to disseminate. Your marketing strategy MUST address a plan for capturing and unleashing brand advocates on their social profiles and channels.

So social marketing is as important as ever. As always, you just need to stay on top of changing dynamics of social platforms and user behaviors. And then folks you are ready to …

Make It Happen,
Social Steve

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