Zeus of Marketing


Turning Social Media Chaos into Marketing Utopia

January 6th, 2011

It may be closer than you think

Back to Basics:

2011 should bring basic marketing principles and common sense to new media.

If you’re like me, classically trained in marketing and strategy (which includes starting my career at Procter & Gamble), I bet you’ve wondered when the focus of social media development will switch from what’s technologically feasible to what’s necessary to execute real marketing strategies and achieve real marketing objectives.

Remember A/T/U – awareness, trial, continuity of usage?

My advice for all marketers and media suppliers is to focus the development on delivering against these strategies, which are the fundamentals of any marketing effort. For example, why should Facebook focus on developing a smart phone rather than on securing strong tools for marketers and fans that successfully build awareness and community? Why is Google running in every direction and forgetting about search?

Please do not follow the trends without a clear objective. Creating a Facebook fan page or tweeting 24/7 without an objective will mean no clear metrics are set and you‘ll only be wasting your scarce resources. Trust me, this is a topic that deserves its own blog series and I intend to tackle it in the future. A whole business is emerging now on metrics as if fire has just been discovered. The main reason why there are no metrics now is because there were no objectives to begin with.

Come back to the basics. No need to re-invent the wheel!!!

If you want measurable metrics, then review your current marketing strategy and confirm your marketing objectives.

Is your objective awareness? Identify which vehicle reaches the largest amount of your target demo in an environment that is consistent with your brand promise. (Do you have your positioning statement memorized and up to date?)

To date, Facebook has the largest probability of delivering against this objective on a B2C basis. For B2B, I would stay abreast of improvements coming up on Linked In. Also, explore Linked In Groups – chances are that there are some groups already created for your industry. If not, create your own.

Is your objective trial? Identify which vehicle is closer to your point of sale and to your customer. Stay abreast of the players in the location-based, mobile space. Nothing spells trial opportunity better than receiving a high-value coupon for your product as your customer is located at the point of sale. Current players like Groupon and Four Square deserve a closer look.

Is your objective continuity of usage? Most brands are focused on this objective. Only via continuity of usage will you ensure a sustainable and profitable business.

Continuity includes not only repeat purchases, but also referrals from satisfied customers motivating others to buy. Continuity includes all the variables that lead to that cash register ringing, online shopping carts filling up, or contracts being signed. It also leads to that share of pocket increase as brand extensions or improved versions are launched.

Continuity is the result of loyalty – “the Holy Grail” for marketers. This is why CRM has been so important even in pre-Internet years. It’s also THE area where social media can shine (and few, if any, have mastered it). Leveraging social media for loyalty development is the ultimate goal for marketers in this medium, and I predict that it will be the hottest trend this year.

This is my maiden blog entry. My objective is to have a weekly entry where I can share my thoughts on social media based on sound marketing strategies rather than hype … For once, have business objectives drive technology creatively rather than vice versa. I welcome your comments, topic suggestions and questions (zeus@jrgrana.com).

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Entry Filed under: Marketing Basics,Social Media

  • Martinsellingzoe

    Zeus,
    Excellent post that may take some air out of an over hyped balloon. I love social media and believe it is the future of customer engagement. I also know the damage dissonance of message or channel can cause brands and marketing efforts. Dissonance confuses customers and search engine spiders. Confused customers don’t buy and confused search engines don’t index, so avoiding “scrum” marketing with something I learned during my P&G tenure – Planning prevents piss poor performance. I’m about to build a link to this post on ScentTrail Marketing, my blog. Sending some link love in your general direction is the least I can do :).
    Martin

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  • Administrator

    Thanks Rod, I am really glad I could help

  • http://www.gracebroadcast.com Rod Schwartz

    Zeus,

    Incisive and cogent post. Glad to have stumbled upon your blog, and look forward to reading more.

    Interestingly, reading and rereading your paragraphs dealing with “what’s your objective?” affirms and strengthens my confidence in radio, perhaps especially at the local level, as a superb medium for accomplishing all of them. The trick—and it’s no mean feat—is getting the message right, and that, alas, is something of a chronic problem for many in the business.

    Your comments on the LinkedIN groups are insightful. As a matter of interest, since you touched on this, I have watched activity at the Radio/TV Professionals Group there and find it not nearly as productive as that which occurs regularly at Radio Sales Cafe, an online portal we built for radio advertising sales professionals a year-and-a-half ago. No surprise here; the focus at RSC is sharper and hence more valuable to its members.

    Again, super post. I’ll be digesting it and probably make it the basis of a post of my own in the near future, for the benefit of my colleagues in radio.

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  • Louis

    Great idea for a blog. Can’t wait to see what’s next.

  • Liz

    Look forward to more of your upcoming posts Zeus. Aligning to key business and marketing objectives is what a SM strategy needs to do!

  • Janet Perales

    Completely agree. As a social media enthusiast – it is important to undertand that social media another tool for marketers. As you pointt out, having a clear marketing objective will help define which SM tool to use and thus how to gauge its effectiveness in reaching your goals.

  • http://www.elizabethsuarez.com Elizabeth Suarez

    What a worthwhile post. So relevant and realistic. Looking forward to future ones. Thank you for beginning this blog.

  • Tom

    Zeus’ view from Mt Olympus is clear – you can’t manage what you can’t measure. Look forward to your future blogs to help us measure social media.

  • http://www.optimpart.com Vicki Harrison

    Very interesting blog and timely for one who is trying to become for savvy using SM as a business tool. I especially identify with your last point…..” have business objectives drive technology creatively rather than vice versa”…. That is exactly what our healthcare company is trying to do.

  • ROB

    Thanks for the introductory blog on social media. I look forward to reading and learning more! While I’m “classically trained in marketing and strategy” like you, I’ve been left behind the social media wave.

  • Lissy

    abc’s for businesses using social media. Thank you!

  • Heather

    A refreshing dose of strategic marketing sensibility with some good tips for navigating the social media landscape. Well done Zeus, I for one look forward to more installments on this and other topics.


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