Many businesses are figuring out how to capitalize using all the social media avenues open to them. Honda created a very cool Pinterest campaign for one of it’s models that had a great twist to engage consumers and build their brand. Check out the full article by Marketing Magazine.
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As I have been helping my soon-to-be college freshman explore the incredible breadth of college majors focusing on marketing and public relations available to her, I have seen firsthand how diversified this industry is in the digital age we now operate in. Just 10 years ago, Public Relations was more of an add-on to the main strategy but now has top billing in any solid tactical plan with the inclusion of all forms of social media and search engine opportunities.
Managing communications between a business and its audience is the traditional definition of Public Relations. And that perfectly describes how social media and SEO function in this brave new world of marketing.
The drawback however, is content-overload; sometimes companies are more focused on having constant ‘marketing touches’ to their audience and they ignore whether that message is relevant. And that is where the ‘old school’ teaching of Public Relations comes back into play – evaluate the message, rank its relevance to the audience, decide which media channel is appropriate, and examine if it even has any positive impact on the organization’s marketing presence.
“Content is king” has always been and will continue to be true, but managing all that content in a memorable, actionable and meaningful way is an art form in itself, and puts Public Relations smack in the driver’s seat.
I must say, the new MySpace design is gorgeous! But is it enough to make a come back? Or too little, too late? Check out AdWeek’s latest “Tweets out video showing redesign” by Rebecca Cullers, take on Timberlake, as he tries to bring sexy back to MySpace.
The new look is geared towards the creative networks, such as photographers, filmakers, designers and musicians especially. We’d love to hear what you think! Are you going to jump over to the new.myspace.com and get your invite on?
Interesting article on how we have moved from the “early days” of blog entries, to shorter Facebook posts, to even shorter Tweets, and now, basically no words with social media sites like Pinterest and Instagram. The question poses an interesting advertising conundrum of communicating a brand relying on the visual image rather than the written word. Curious to see how this evolves in the next few years.
A few weeks ago, Social Commerce Today published an article about Taco Bell’s struggles to effectively utilize Facebook with their social media tactics to drive traffic to their stores. Their offer for free tacos for 6 million fans only reaped a 3% response rate. So much for the old adage that anything with “FREE” in the offer motivates buyers.
On the other hand, P&G sold 1000 diapers in less than 60 minutes on Facebook. Free vs fee, and fee wins? What gives?
The author hit it on the head when they noted two major obstacles:
1) The Taco Bell offer lacked the offer of convenience. One had to actually get in their car and drive to Taco Bell to get it. Apparently in our increasingly couch potato society this constitutes hardship, and whether you agree with it or not, that’s the reality.
2) There was nothing exclusive about the offer. Taco Bell’s free taco was the same product one could get for 99¢. Not a big price differential especially since one had to print off the coupon to get the free taco. P&G’s diaper offer, on the other hand, was introducing a new product that could not be purchased anywhere else.
Social media is just as much about being exclusive (in terms of info and offers) as it is about being inclusive (dialogue with the public).
The takeaway? To use social media such as Facebook to motivate consumer behavior, make it easy, make it quick and make it exclusive.
Really interesting Harvard Business Review article showing how the basic premise of social networking’s value to marketing was outlined over five decades ago. The author shares how Ernest Dichter, considered a major player in motivational research in the 60′s, conducted a study about word of mouth advertising. He noted how companies should gather customer feedback, engage rather than just talk at their audience, and use dialog to move customers to buy. Sound familiar?
I have noticed an uptick in some of the marketing forums I review, where debates about defining social media are taking main-stage. What’s interesting is how long we seem to have been talking about this “new trend”, although I would propose that this does not really qualify as a “trend” any longer; it’s part of our daily experience.
Consider it was only a few decades (and several questionable fashion trends) ago that there was no such thing as TV advertising. Today, TV advertising is not discussed as separate from marketing, it is discussed and evaluated, (along with all other promotional options), as one part in the potential marketing mix for a client. It seems time to make social media more like that.
Rather than create entire plans around only social media, or talk about it as an add-on, it would seem more beneficial to clients if we simply treat social media as one more marketing tool, evaluated for how it can help the client along with every other marketing tactic. Social media, broadcast tv and cable advertising, radio, outdoor, direct mail, e-blasts, websites, blogs, tweets, facebook, interactive, display – the list grows, the opportunities increase. The challenge is selecting what works best for clients, not just relying on the latest trend, which in the end, may very well be the right tool.
For most of recent memory, panic about advertisers leaving the stalwart network and cable advertising in droves to move their budgets into social media have been the ad industry’s words of warning. However, a recent article in the New York Times tells a different story of how traditional media can successfully partner with, rather than compete with, social media.
Which is how it should be, right?
Marketers ‘get’ that one tool does not make a marketing strategy, but rather, works with all the tools to get the most bang for the client’s buck. It’s good to see that even on the mega-million ad budget front, everyone is learning to play nice together!
Check out the article “TV Networks Expect A Jump In Spending On Commercials“.
A recent article questioned whether social media is producing business leads. It has been suggested that “looking at social media services like Twitter and Facebook strictly as lead generation tools might be counter-productive, especially for companies that focus on business-to-business sales”.
At Omni, we like to refer to clients’ marketing programs as their ‘tool box’. There are many tools you can use, but just as you would not use a hammer when a screwdriver is needed, neither do all marketing tools work for all clients or all situation.
You have to determine what each tool is used for and what result you want from it. And you have to understand how the tools work – there is passive marketing and aggressive marketing. Some marketing simply creates under the radar buzz (a poster in your store’s window), some marketing efforts shout at you (TV or Radio Ads), some just want to be friends (Facebook).
Know what you want to achieve, what is possible with the media you have chosen to deliver the message, and how you want your target audience to react. But then there is that measurement issue… senior decision makers want to know if the dollars going out translate into dollars coming in to the company – ROI.
With a specific time-sensitive event, such as a clearance sale this weekend only, you can measure the effectiveness of your advertising by how many people visit your store and asking them how they heard about the sale. That is an easy way to measure, although not 100% accurate – many times it is the layering effect of multiple media channels and the one that is recalled may just have been the last one seen. Most marketers would cringe to hear the reason a customer came in was because of the giant inflatable monster at the store entrance!
But social media is different. First you have to accept social media is not a direct means to simply sell – it is designed to create a conversation and become a brand builder for your organization. It is an ideal way to show your service to customers. Ultimately, those actions will reap benefits, much like the top-notch greeter or receptionist who makes every visitor feel like royalty. Those are marketing moments you can build on that are part of the toolbox, but they are not the only tool.
Social media is not the same as traditional forms of marketing; the process for engagement and contact is different. But, it still is highly valuable in how it can develop new opportunities and new loyal customers, it just takes time.
If you use social media with the expectation of making a sale or generating a qualified direct lead, it can seem counter-productive. However, if you understand how to fold social media into a marketing toolbox and use this tool for the specific purpose of creating a connection with your customers, it will build your foundation and your brand.