Zeus of Marketing


How to Succeed in Social Media by Really Trying

March 24th, 2011

Always Repeat a Successful Formula

I wish I could quote the classic Broadway musical, turned movie, now turned musical again, but when it comes to a successful Social Media effort,  you really need to try and try again.  Once a successful formula is found, repeat and repeat again (it worked for The Producers , West Side Story and Hairspray, not too sure if Spiderman will  “turn off the dark”).  The good news in Social Media,  leaving Hollywood and Broadway behind, is that when you have the tools figured out – it should become second nature. And then, maybe, you could write the book on “How to Succeed in Social Media Without Really Trying,” turned webinar, turned conference…you know how it goes.

Lately, I have been sensing frustration regarding Social Media in marketing cycles. Particularly, in CMO articles and blogs written over the last few weeks. Without naming names, these marketers have been going about it all wrong. Their top five mistakes include (I have included hyperlinks from previous blogs that include steps to help remedy them):

1.    Failing to execute against an overall marketing objective.

2.    Using Social Media tools for one way communication only – failing to engage the customer in a relevant conversation.

3.    Focusing on “bling” instead of substance (even with 500+ million users, Facebook is still not the most effective medium).

4.    Failure to identify a long term strategy with the social initiative (how to leverage the customer contacts).

5.    Failing to execute against an overall marketing objective, oops did I say that already?  Trust me is the most important one!!!

They say that the best way to deliver a message over time is repetition. Remember our 3+-frequency rule in media planning? With that in mind I am including a hypothetical case study in chart form that “repeats” the importance of following a Social Media Strategy.

In this hypothetical case a CPG cleaning products company has a very specific business objective: New Product Development for their disinfectant line of products, and a very innovative strategy: Using Zeus of Marketing five steps to a successful Social Media strategy process to identify new product ideas. (Just kidding on the Zeus of Marketing steps, they are good but by no means patented or unique).

SCRM: Hypothetical Example

 

While work-in-progress (I am developing this chart for an up coming whitepaper),  I wanted to share with you some insights (no pun intended) that have been surfacing as I research the topic of Social Customer Relationship Management (SCRM).

1.    Rule number one in marketing: understand you customer.  Nothing delivers more understanding than insights – and as shown in this chart, the amount of insights is inversely proportional to the amount of information as it is processed through the five steps.

2.    Social Media value is created once you have a long-term process to capture (listen), monitor, analyze and engage.

3.    The process works for all, if not most, marketing elements, product development, customer service, crisis prevention, market testing, etc. and in real time, for the near-term and for the long term as well.

4.    Social Media engagement creates a long-term relationship with your customers – can you think of any other tool that could lead to such loyalty opportunities?

In this hypothetical example, the company not only manages to achieve its new product development objective, but also identified a list of influencers, as well as,  the right venues to introduce and educate customers about their new product, once launched. Imagine how you could leverage this process for your specific objective(s).  Another piece of good news is that I am not the only one looking at the Social Media opportunities by using SCRM,  I have visited a few companies that are taking the steps and delivering best-in-class services and solutions. Feel free to contact me if you want additional information or recommendations about thought leaders in this area.

Is there hope?

In the new world of Social Media even “Spidey” has a chance.Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana


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Entry Filed under: Case Studies,Marketing Basics,SCRM,Social Media


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