If there’s one thing I’d like your takeaway to be today it’s how you think about social media marketing.Social media has gotten a bad wrap. People regard it as frivolous and a waste of time.Those who honestly know social media and how it should work are those in the trenches uncovering the golden nuggets. It’s still an exciting time in marketing, and making your social media savvier across the marketing blend is today’s goal.
Let’s take a look at where you are with your social media and how you regard it. You may be still stuck on likes, retweets, followers, shares, and plusses. That’s OK, if you want to stay one-dimensional. It’s NOT OK if you want to realize the benefit of social marketing integration. Here’s our first clue – we need to get into a new thinking place – where social media becomes part of your natural marketing blend across the disciplines.It doesn’t have to look like your competitor down the street; and it can’t look like the multi-national corporations with gazillion $$ budgets.What it should look like is a model set to scale for your organization. It needs to look strategic and scaled to your business.
Part of understanding the value of social media marketing is to understand why your business should do it.Let’s take a look at one question – “Why should your business do social media?Answer is G. ALL OF THE ABOVEAnd, there are more reasons why you ought to be doing social media, too.
I’m a Twitter-holic. It’s my preferred social media channel probably because it was my first. In your organization, what is the preferred social media channel you like?We have 6 big ones – LinkedIn, Twitter, Facebook, Google+, Pinterest, YouTube and NO organization can do all of them well. Select one – master it and add another. Choose the ones where your customers are engaging most.
My first story is about natural connectivity in social media. It’s a PR story with the elements of blogging, social channel engagement and blogger outreach.Because it happened to me, it’s more special because it shows how cool social engagement can be if you stick with it.Blah, blah…in so doing, I came across a journalist’s story about J. Crew in Fortune. So, you can see how my fashion sense is igniting with all this serendipity. (Hold that thought).Before we move along, I want to leave you with a takeaway about what happened during this 3-week period.
Savvier Social Media is about RELATIONSHIPS.Tweet this…tell your friends…When you break down the crux of social marketing, you are creating relationships to:attain business goals. Be an authority.be a thought leader.help your audience and understand their needs.earn trust. Segue – remember the goal for today? To think differently about social media?
It’s obvious,Fashionbi was tracking and listening to the social media channels for fashion brands like Coach. When Fashionbi saw my content about Coach, the PR person did her blogger outreach and good things happened.See what happens when you listen? What tools are you using to listen and track what’s being said about your brand?To be savvier, you have to be aware what’s being said about your company, your vertical and your competitors.
Ready for Story 2? Let’s do a social marketing consumer fashion trip across the marketing blend.
Remember how I got to this Fortune blog post about J. Crew, right? Turns out, J. Crew is doing an amazing job integrating social across the marketing blend. Earned Media in Fortune about the September Style Guide/Pinterest Style Guide and a positive comment from the journalist – “builds on J. Crew’s already successful digital marketing campaigns”
Also on the website is a Call to Action to fuel the digital marketing and generate leads for the direct marketing campaign.
Heading over to Pinterest, J Crew is featuring a PinterestStyle Guide: on how to roll a cuff. This is also featured on Tumblr, as well. J. Crew has learned that 21% of pinners who repin, like or pin style suggestions on Pinterest are more apt to buy from the retail store. That is huge. For them to know this data helps J. Crew drive smarter choices on the social channels.
What I like about J. Crew’s social media engagement is how they promote content cross channel.Because the September Style Guide was the main theme in August for promotion, the same images were used on Facebook and Google+ which drew people to Pinterest. J Crew has learned there’s a direct connection between folks who pin on Pinterest and those who buy from a retail store. 21% of J. Crew retail buyers pinned images prior to buying
Here’s where I was most impressed with J. Crew’s Savvier Social Media – on its YouTube channel called J Crew InsiderCheck this out – “The Secret Language of Monogramming” What an awesome title for a 3-minute video to lure people in.Heck, I want to go buy a button-down so I can get a monogram!Extremely well-done video with featured customers, J. Crew team, history lesson and high-end videography.
Look at what’s under the featured video on J. Crew’s YouTube channel And this incorporates the marketing blend: --Theme: The New Fall Collection Email marketing – sign up for J. Crew email.Personal Stylists are available for one-to-one coaching and product marketingAdvertisement for the J. Crew Style Guide, too.Tweets and Facebook posts right on the YouTube channel.
Instagram and Twitter are favorites for J. Crew. You know why.Imagery is so important to social media and when you’ve got hot images to share, then you need to share them!Look at J. Crew’s Instagram – it has only posted 198 times yet it has 206,152 followers as of third week in August.
I did a review of J. Crew on Twitter between July 1, 2013 to Aug. 19, 201362 total tweets1 sponsored tweet (115 RT/87 fave)35 hashtags27 Instagram photos in tweetsIt’s not crazy engagement, but it’s the use of imagery and hashtags to promote 2 themes – the September Style Guide and the opening of its London flagship store. (That’s what its blog is about – the London store.)
Did everyone see this image in Vogue?Do you all know who she is?Marissa Mayer, CEO of Yahoo! We’re not going to debate the aye, yes or no of this; instead I’m going to leave you with this question:Who on your executive team is a fashionista or dapper Dan? Can you imbue some fun into your social media marketing featuring the ubiquitousness of fashion? Remember the J. Crew data – the more the brand engaged on the channels, the higher the user engagement was, too.What essentially you’re trying to do is engage authentically and be a trusted resource for the community you’re trying to build. You have to be able to market your people and leverage the personalities behind your brand.
Basically, savvier social media isn’t always about being serious.Inject some FUN into the content or strategy.Ensure you’re bridging everywhere with your teams from the inside.
It’s easy to talk about fashion and brand to consumer marketing. There are so many examples.In this next and final section, I’m going to ping some examples of 3 companies in varying verticals with varying challenges. I want to give you a brief thought about what they’re doing in marketing hoping it may resonate with more of you in the audience.
The Weather Channel.How many of us tune in every day from smart devices, tablets, TV, desktop, SMS, radio, satellite?You check in. Data crunching algorithm adds your behavior to the big data.Weather Co. sells the analysis to advertisers.The Weather Channel can now predict:Lotion sales in the fall in Phoenix when it’s above average; in NE when it’s clear skiesBeer in summer in Chicago increases after 3 days of below-average temps; in NYC sales increase a smidge when temp is above averageWhen Pantene launched its new Pro-V Smooth with Argan Oil it “bought humidity”When a woman checking Weather Channel app was greeted with a sticky forecast, she also got an ad for a de-frizzer hair product.Low humidity? Flat hair? Then Proctor and Gamble may toss in an ad for volumizing products.Lawn care, snow blower, camping gear? It all ties to the weather predictions and forecasts. Every consumer and every business is tied to the weather regardless. Consumer behavior is the new green. When you think about your company or business, what are the consumer behaviors that will drive your business to engage differently?
Maybe you get this email every morning like I do from IFTTT – If This, Then That.I have yet to master this app, but how cool is it. I created a recipe to ask for an email that provides me with the weather every day.
What’s challenging for many organizations is their internal regard for social media. There’s a level of fear associated with social marketing.I was speaking with my colleague recently. She’s a product marketer selling anesthesia technology to hospitals. There are NO new customers; they steal share from competitors.Her main concern was that the internal marketing department doesn’t know enough about frontline sales to send a tweet anywhere. Microsoft is a company in need of innovation. Ballmer is leaving and prior to his departure, he tore down the fiefdoms.He has paved the way for a new CEO to come in and be successful. Microsoft just struck a deal with Nokia. It’s trying.But what was really prescient for me in light of my conversation with my colleague in anesthesia was this comment from a recruiter:
Leave you with a B to B company, on the Marketer A-List 2013 for Advertising AgeGeneral Electric is often a first mover on Vine, Pinterest and Instagram “publishing artfully rendered photos of turbines and inspirational quotes.”Forrester said, “Consumer-oriented types of advertising are filtering into B to B companies to get brand awareness to be considered.”Beth Comstock adds in the article, “Consumer marketing can boost GE’s image in the eye of shareholders. 44% of GE’s stock held by retail investors.It uses consumer marketing to boost how its viewed by 305,000 employees and constant recruiting needs.So, what was the goal for today?Think differently about social media! Look at all these companies trying to find the passion in their DNA and connect with consumers and customers across all the channels.Let me know if what I said today resonated with you; I hope so. We all have a lot of thinking to do to align ourselves across the silos and create passionate and empowered brands.
So, what was the goal for today?Think differently about social media! Look at all these companies trying to find the passion in their DNA and connect with consumers and customers across all the channels.Let me know if what I said today resonated with you; I hope so. We all have a lot of thinking to do to align ourselves across the silos and create passionate and empowered brands.
Savvier Social Media Across The Marketing Blend
Savvier Social Media
Across the Marketing
IABC & Digital Marketing Assoc.
September 10, 2013
Why should your business do social media? (Pick one.)
a.  Everyone’s doing it.
b.  Our competitors are doing it.
c.  Boost the brand.
d.  Do business development and sell.
e.  Customers are engaging online.
f.  Control the message.
g.  ALL OF THE ABOVE
ANSWER is G (All of the above)
SOCIAL MEDIA QUIZ
Social Media is much like cell phones
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Marketing: Customers, Global
PR: Earned media,
Digital: Lists/lead gen
Direct: Context marketing
Advertising: Sell, Paid media
Social Media: Integrate
• Recurring Themes
• High-End Videography
• Brand Engagement
• Big Data Analysis
• Stylist to Consumer
SAVVIER SOCIAL MEDIA
“We’re in the era of the product person rising to
the top. The best sales executive in the world
cannot solve a lack of product vision.”
~Martha Josephson, Recruiter, Egon Zehnder
Savvier Social Media
Focus on Products & Marketers
Bloomberg BusinessWeek, Sept. 2, 2013
“Saving Microsoft From Extinction”
I’m not sure a line exists between B
to B and B to C. This is about a
journey to figure out how the DNA
of GE’s brand can best intersect
with people who share our passion.
~Linda Boff, global brand marketing
Goal is to position GE as an
~Beth Comstock, CMO
RECAP – THEME 3
Destroy Marketing Silos. Lead with
Product Marketing to Earn Their Trust
& Drive Savvier Social Media Across
the Marketing Blend
Hybrid PR Blend: Digital, Social, Content Marketing &
Message Mapping for Business
Book 1: Writing with Verve on the Blogging
Journey, May 2013
Book 2: Message Mapping: A #RockHot Tool to Sizzle
Your Social Marketing, October 2013
Soulati Media, Inc.