Where is the lifeguard for the marketing talent pool
Where is the lifeguard for the marketing talent pool ? Why most marketing fails Rich Meyer Online Strategic Solutions
It was foretold Social media will save your brand and can make up for bad marke8ng !
And many marketers drank the Kool-‐Aid • Social media can save our brand.• Social media is easy to do.• Measuring social media is easy.• Focusing more on social media and less on other marketing tactics will lead to success.• I can hire an agency to implement my social media and be the voice of my brand.• I don’t need to need to listen to consumers.• I can use social media to push information.
OMG ! You mean social media alone doesn’t work ? • Pepsi has fallen to third place behind Diet Coke in spite of its widely heralded switch from Super Bowl ads to a huge social charity program called Refresh Project.• Burger King has grilled through a couple of CMOs and fired agency Crispin Porter & Bogusky after producing Facebook campaigns and viral videos that got lots of attention while the business witnessed six consecutive quarters of declining sales.
On the contrary those social media campaigns delivered what they promised • The Pepsi and Burger King social campaigns not only delivered what they promised but surpassed their goals in terms of engagement, response and thus ROI.• The answer to these claims is equally simple: If those "other" things mattered more to business performance, they should have been the focus of marketing, not entertainment or whatever
Are marketers brainwashed ? • Marketers are social media brainwashed and demand to be part of the social media dance party = agencies are forced to try things that aren’t working.• The sad thing about performing a service that doesn’t work is that folks start making stuff up to protect their jobs or business.
What level of understanding do you have about the social media conversa8ons happening around your brand ? What ? How the hell can this be ? Source: Alterian’s Eighth Annual Survey How Engaged Is Your Brand?
So then is all social media marke8ng a load of donkey dung ? Wait a second ! I’m confused… then again maybe I’m not !
Believe it or not good social media marke8ng can provide real results • Fords Fiesta Movement produced lots of leads for its dealers and helped win its CMO marketer of the year honors. • Procter & Gambles use of YouTube videos to fuel engagement with its brilliantly conceived "the man your man could smell like" ad campaign, because its featured in most presentations at social conferences and even in a few books.
And successful integrated marke8ng leads to successful brands • What good are invented metrics for social campaigns if they dont evidence any influence on sales?• Theres no such thing as a successful brand that doesnt deliver successful marketing, is there?• If social marketing cant be made responsible for tangible behaviors that matter to the business, not just to ideas about branding, then no made-up measures of its importance matter much at all.
The key is “integrated marke8ng” • Fords vastly improved sales-conversion number on test drives benefited from the great quality of the car and its pricing, as well as from the overall economic conditions over which it had no control.• Identifying what the social efforts did, if anything, requires the upfront presumption that they were necessary and therefore accomplished anything at all that mattered (like starting out to claim that cereal is "part of a balanced breakfast").• For all we know, Old Spice and Ford could have sold more products without them.
Because the same old things are still important to consumers• People still need and do the same things they always did, and companies still need to sell to them.• Pretending that conversation is not important is a pure canard.• Fad ideas, like that anybody wakes up in the morning hoping to have a conversation with a brand of toothpaste or insurance - is no longer credible in light of the latest news.
And consumers also want product func8on over brand ethics When faced with a choice ofgood ethical positioning and badproduct functionality or goodproduct functionality and badethical positioning, individualsoverwhelmingly chose the latter. Strategy+Business ISSUE 62 SPRING 2011 Values vs. Value
But don’t use that as an excuse to be socially unethical !!
Today consumers do want it all • I expect brands to be listening to me in a channel where I want to talk with them.• Sometimes it is about price but a lot of times it’s not. It depends on how well you know my needs.• If you discount your product a than price is the reason I buy your product it’s not because of your marketing.• Disappoint me and I leave you forever.• Advertising is going to make me aware of your product but friends are going to help me decide if your product is worth trying.
Why ? Because they are empowered consumers and social media have given them a uniﬁed voice to talk back to brands that are not used to listening.
But marketers s8ll struggle to create true mul8-‐channel engagement with their customers • Marketers admit to still struggling to create true multi-channel engagement with their customers.• More than three fourths admit to not being as engaged as they can and should be.• Marketers could use a clear strategic plan driven by consumer intelligence to move toward fully engaging customers at an individual level, with the precision they have come to expect.
Maybe because they are measuring the wrong things ? • Everyone seems to be consumed with numbers.• Now the “numbers” are attracting attention to social media.• Everyone wants BIG numbers. Followers, tweets, retweets, blog post, rankings, Google juice, traffic and the The most important things in obsession for numbers continues. business are those things you can’t measure, you can’t see but such things can make or break your business.
Hint: it’s is the intangible things that create success • Management wants to focus on results at the cost of the intangible things.• Doing so destroys relationships, manipulates conversations and encourages the production of false results because that is what management wants, results even when they are false.
The art of engagement is not about personaliza8on, it’s about individualiza8on Marketers now must not only engage with their customers, but they must conEnue to analyze and measure their engagements across mulE-‐channel disciplines, taking their ﬁndings and applying them across all customer interacEons in a very precise and operaEonal way..
Engaging users across social media plaOorms has become a full 8me job. • What are they saying Social Media Sen8ment • that is positive ? Is it in line with our brand objectives ? • Can we leverage this with other market segments ? • Why are they negative PosEve about our product/ brand ? NegaEve • Can we turn it around to a positive ? Neutral • Is there a process in place to communicate negative comments to key stake holders ? • Is it a threat to our brand ? • Why are they neutral ?Not only do you need to par?cipate, you need to be able to • Is this based on something we tested ? monitor and analyze the chaDer and leverage what you • Can we change a neutral learn. impression in a positive conversion ?
Don’t ever do stuﬀ just because you think you should. That’s the deﬁniEon of an someone who is clueless and it’s a path to failed expectaEons.
If you’re going to do social media, do it right ! • Social media requires a strategy, budget and resources to get it right.• If you don’t do it right you risk alienating your customers, prospects and employees while your competitors get it right.
Start with the basics • What our objectives ?• Do people want to talk with us on social media ?• Can we give them value in social media beyond discounts ?• Do we have resources to support social media ?• Do we have a way to measure success as it applies directly to brand & business objectives ?• Has senior management bought into our success metrics ?• Are we ready to measure and optimize as we learn ?• Are we in it for the long term and understand that we need to thank every customer and listen to every consumer ?
In the end… There are no shortcuts to good integrated markeEng at excellence at every consumer touch point.
About Rich Richard Meyer (firstname.lastname@example.org)• 17+ Years in marketing consumer and healthcare products• MBA Marketing• Http://www.newmediaandmarketing.com• http://www.worldofmarketing.com• http://www.richsmanagementblog.com• http://www.richardameyer.com• http://www.twitter.com/richmeyer• http://www.facebook.com/richardameyer• http://www.linkedin.com/in/richardameyer