Social Media Is Not Going To Save Your Brand


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Some would have you believe that social media is the answer to all your problems but that's just not true. Social media is NOT a strategy but part of an integrated marketing program.

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  • Great stuff, great reality check for SM crazy people
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  • Rich, I agree with what you say in your slide show that social media is not going to save your brand. But it isn't supposed to save it, it is supposed to promote it. Hence your comment that social media should be part of an integrated marketing plan. I think that this is why many small business owners are resistant to jumping on the band wagon and buying into the need to be involved in social media. The consumer today is very different than the consumer of yesterday. Today's consumer is more knowledgeable, has instant access to a tremendous amount of information right at their fingertips, and is very wary of blatant sales pitches. As a matter of fact, those who use social media to preach about how wonderful their service or product is, will definitely fail in this arena. Social media, if used correctly, with correct expectations, is a very powerful marketing tool. But of course, as a marketing professional, you already know this :)

    Thanks for sharing.
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Social Media Is Not Going To Save Your Brand

  2. 2. Let’s get this straight..   Social media purists are telling me to forget marketing and think customer happiness (whuffie*)
  3. 3. Dollars are hard to come by   But I am being asked to do more and show results for every dollar we spend.
  4. 4. And so are new FTE’s   Going to my boss to ask for more FTE’s for social media, when it may not work, is some heavy lifting right now
  5. 5. Watch out !
  6. 6. What’s changed? Consumers now rule and control the message, not marketers   Consumers decide which social media platforms are worthy of their time, not the platforms themselves.   Consumers don’t trust advertising or businesses anymore.   Consumers want more while spending less   Consumers now have a platform to tell brands what they really think of their marketing and products.
  7. 7. Ouch ! Can I do anything about it?
  8. 8. Yes you can but social media is not going to save your brand
  9. 9. Social media is part of a integrated marketing strategy
  10. 10. The reality of social media  Consumers join social networks for a lot of reasons but nowhere do they say; “I want to have a relationship with a brand today”
  11. 11. In fact Awareness, even in social media, does not translate into conversion
  12. 12. More harsh realities   Forget the bullshit about having a conversation with people via social media because the realities are;   the path of influence is not predictable   a burst in traffic sent by an influential blog/event is not usually sustained   our influences change frequently as do our needs   influence can grow fast or slow, but can disappear fast or slow as well   there is a big difference between ‘DISCOVERY’ and ‘BUYING DECISIONS’
  13. 13. OMG !?   So even if my brand has hundreds of thousands of follower on a Facebook page it may not equal brand/business success (i.e. bottom line sales results) ?
  14. 14. ?????? !!!!!!
  15. 15. But there is so much news around social media why not make the leap   Social media is NOT a strategy; it is one tactic that you can use to both listen to and talk with your audience.
  16. 16. Therefore, before you leap   You need to continue to use all the marketing channels that are relevant to your audience and stop trying to “sell them” so hard.
  17. 17. Don’t get downwind of the hype   Sure all social media has to be people centric but at some point your efforts had better take that consumer and move him/her to a customer or else you’re farting in the wind.
  18. 18. Because a lot of companies are using social media
  19. 19. And they would have you believe it has been a success
  20. 20. But the reality is very different   Gartner predicts that over half of companies that develop a social media campaign will fail, potentially having a negative effect on their brand
  21. 21. What’s really happening
  22. 22. In fact most don’t even know how to measure social media ROI
  23. 23. And a lot of barriers remain to implement effective SM programs
  24. 24. So where is the disconnect ?   Consumers have become a lot more skeptical of interruption advertising.   During an economic downturn, when customers are hard to come by, marketers will try anything to get new business.   Some believe that happy customers mean more business and that social media can make customers happy but that is not true anymore. To a certain extent even happy customers are not loyal anymore.
  25. 25. Consumers have their own ides why they “friend” brands on social media
  26. 26. Then there is just plain Sometimes we’re just too damn busy doing things that we really don’t have time to think about our brands marketing from a consumers point of view.
  27. 27. There are some lessons from early social media pioneers though   It’s not a department or company that owns social media it’s the consumer.   Getting people talking in existing communities is key, don’t try and recreate what’s worked.   Some of the biggest opportunities in social media are for internal use to help empower employees and share ideas with one another.
  28. 28. And please ?   If you decide to implement a social media marketing program use a FTE.   Do you really want an “intern” to be the primary contact point for your brand?
  29. 29. Also remember that   You can spend a lot of hours and hundred’s of thousands of dollars trying to make consumers happy but that does not necessarily mean that it will improve your bottom line business objectives (sales)
  30. 30. So before you even start thinking about social media ask… 1.  Is my target audience online and using social media? 2.  Do they trust us? 3.  Can we give them a reason to have a relationship with us that also meets business needs? 4.  Do we have the resources to both implement and measure social media tactics?
  31. 31. And don’t ignore other channels  Social media is just one channel.   It works best when it complements, not replaces, other channels
  32. 32. Also remember   That the web is still evolving and some changes in how consumers use the Internet are likely to take place. Will Google’s Wave lead to the decline of some social media portals?
  33. 33. In summary..   Consumers rule   New marketing has to acknowledge that consumers are in control but that doesn't mean that you should trash current marketing thinking.   Marketing has to provide real results to the bottom line or it’s just farting in the wind.   Social media is a tactic not a strategy and it alone is not going to save your brand.
  34. 34. About Rich….   Consumer centric marketer   owner   BLOGGER     Passionate Internet marketing person who believes if you find a job you love you’ll never work another day in your life.