Zeus of Marketing


Posts filed under 'Case Studies'

I’m a Muppet, You´re a Muppet – and “Social Media” Will Make Sure Everybody Knows It

Muppet: noun (UK) informal; a stupid person (not a cuddly furry Kermit or Elmo)

 

When I wrote about the need for transparency in my last blog post – I couldn’t have imagined that it would become so increasingly important so fast. Goldman Sachs has just become the latest “victim” of the peril of thinking that you are above any reproach in the digital era (Why I Am Leaving Goldman Sachs). Shortly, within hours, Goldman official response was to call Greg Smith a disgruntled employee and minimize any weight to his article by reminding the public that the role of vice president in Goldman Sachs is “a relatively junior position held by thousands of Goldman employees around the world.”  Seriously??? At a time when people are  blaming Wall Street for the economic meltdown, and from a company that was recently fined over half a billion dollars by the SEC for not having their clients interest at hand, is that the best they can do?

As marketers, communicators, brand builders, or more importantly, as humans, what should we learn from this event?:

Listen – First and foremost they should have known it would happen. “Social Media” conversations are not something that “happen to other people” they are happening to me and you both internally and externally.

Be Prepared- Hopefully you are already taking actions to remedy what potential threat there is, but just in case the solution has not been reached when “it hits the fan”  ‘fess up and honestly state what you are doing to remedy it. I am sure Mr. Smith’s sentiment is not news to Goldman and they should have been better prepared to respond with a more honest statement rather than go on the defensive.

Be Fast: Dismissing your customer as “muppets” or pawns in a “profit seeking scheme” is probably one of the worst allegations a service organization could face.  Any customer detrimental rumor, be it fact or fiction, should be handled immediately with reassuring facts on what differentiating benefits/value add you bring to them. The longer you take to reaffirm your customer commitment, the more severe the damage to your business.

Be Transparent-  In the old world truth and ethics may have been dependent on what could be found out. In the new world, everything becomes public knowledge, so truth and ethics need to be demonstrated in real time. Under the current environment, a defensive posture will only increase public outcry. Here are just a few examples of current discussions (all having been shared 100’s of time- isn’t that social media share counter a great little widget)?

WSJ: Goldman Rejects Claims Made by Outgoing Executive
Chicago Tribune: Workplace experts weigh in on commentary by departing Goldman Sachs executive Greg Smith
Forbes: The Real Problem at Goldman Sachs? You, The Muppet Client
Washington Post: Goldman Sachs loses market value after searing Greg Smith essay

I personally saw all these via my Facebook feed, amongst many others (and mind you, Facebook is my friends only network not my business information network – I use Twitter and Linked In for that). Imagine how many are there via Tweets, Linked In updates, emails etc. I bet the Kermit picture in this post will end up in Pinterest (wishful thinking).

What’s your take? As always, I would love to hear your opinion on how should Goldman Sachs have handled, or is handling the crisis. Moving forward, to differentiate my post, I will continue to focus my editorial on how the new era affect our business from an end user perspective (be it customer or consumer). I promise I will not waste 1´s and 0’s in hyping Pinterest,  Google + or the latest fad – Remember , it is only relevant if it serves your objectives and strategies.

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.  Feel free to reach me if you would like to review my thoughts in a more quantitative and practical manner.  You can 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.

P.S.: BTW, If two instances a trend makes, I also came across this blog on Why I Left Google While not published in the New York Times, it is still significant to understand that there’s no immunity in our connected world.

 

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March 15th, 2012

Occupy the Occupiers – a Social Media Opportunity? Let’s all Build – Not Complain

Is it just me? Am I the only person preoccupied with the potential effects of the “occupy” protests? Not to be an alarmist, but they could have dire results in our economy, results that would greatly please the forces that have been attacking our democracy. (A great resource for staying up to date: ListenLogic.com ‘s Occupy Threat Center for all the latest information, including the threat level graph).

My intent is not to be political, but to help identify potential opportunities to utilize Social Media  in a positive brand building, value generating way.  As I regularly post in my personal networks, what good is a protest that generates negative sentiment without providing potential solutions and recommendations? Reminds me of the tale of the Pied Piper which only objective was to lead the rodents to drown in the river. Who’s problem did that solved? Definitely not those of the rodents.

For years financial institutions have been talking about Customer Relationship Management, recently increasing their retail presence and positioning themselves as community pillars and civic partners in helping grow the local economies which they serve. Well, I would say the time is now to create a war room with your marketing departments, ad and PR agencies and develop strong messages that communicate potential solutions to helping America create value. Identify project opportunities that will not only enrich the economy in the communities they serve but also give a chance to aimless protesters to put their efforts into building instead of lame sittings, walkings and whatever else “occupiers” do.

My recommendation would be to look at campaigns such as Pepsi Refresh to identify ways to develop local economy opportunities via programs like micro-loans to small businesses, re-training facilities and even employ potential local ambassadors to help brand image and idea identification in their communities. Let’s provide the naysayers with tools and resources to build, not destroy. While an industry wide effort would be more efficient, I recommend that you start with the following steps:

  1. Monitor what is being said about your company
  2. Identify the influencers – where did the comments originate?, anyone or specific group is most vocal?
  3. Analyze their main concerns – Ideate ways to solve, ameliorate
  4. Engage

As business people and bloggers let’s start our own movement – “Occupy minds to produce not destroy” I welcome not only your retweets but your ideas on how we can help make a difference. Let’s take a break from writing about the meaning of a Facebook “like,” or the chances of Google + succeeding, etc, and come up with ideas and recommendations to use the tool of Social Media to rebuild and resolve.

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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6 comments October 12th, 2011

Irene: The Hurricane that Wasn’t, Using Social Media to Dominate the “Airwaves”

Not Gone with the Wind

Major social networks like Facebook  and Twitter  may have lost a big opportunity to position themselves as a truly unbiased and local source of information media network. Google + had no chance at this time due to its lack of critical mass activity. Facebook still fared well as the de facto leader. But, since neither network created a special application,  any company with a strong Facebook page fan following could have generated strong awareness and loyalty wins this weekend.  Let me explain, first by a schedule of what happened this weekend from a Manhattanite perspective:

Saturday, August 27, 2011:

Regular Media: 5:00 AM- 12:00PM Every broadcast and cable news network reporting about strict evacuation rules in the north east, particularly, NYC.

Social Media: 5:00 AM-12:00PM: Every Facebook (FB) friend posting on my wall, either telling me that things were not as bad as they appeared on tv, or asking me if I was still alive or having to evacuate my pre-war building in Manhattan Upper West Side (you should see some of my funny responses).

Regular Media 12:01PM-6:00PM: Every broadcast and cable news network reporting about how danger was still imminent in the north east.

Social Media 12:01PM-6:ooPM: Yours truly, spending an inordinate amount of time explaining to friends and family that everything was OK and that it was not even raining in NYC, also posting and in-boxing friends in North Carolina,  Long Island and Connecticut to ensure that they were all OK.

6:01PM-12:01AM IBID – More of the same, regular media being sensationalist, Social Media friends and acquaintances assuring each other that everything was OK and that media reports were greatly exaggerated. Even jokes started being cracked in statuses (unfortunately not appropriate for reproduction in this post)

Sunday August 28, 2011

Regular Media- All Day:  Every broadcast and cable news network trying to explain how important preparedness was and how every politician (including President Obama) was about to have a live press conference to pat themselves and their constituents in the back for a “crisis averted.”

Social Media- All Day: Sample of friends’ posts:

  • Elizabeth from Colorado: “I just love Facebook. It actually provided a more realistic update from my peeps in the east coast about Irene over any network, CNN or Weather Channel. Glad to know my peeps have survived. I know not to count full victory; since Boston and north are still dealing with it. Best to all!”
  • Linda from Long Island: “love facebook. As someone who was alone during the hurricane, it helped me feel as if my friends and family were right there with me… No kidding. This social networking thing is greater than just the socializing.”
  • Steven from Connecticut: “Everything OK in CT, intermittent power losses and some rain but family OK”
  • V from Fort Lee, NJ: “UPDATE: power is on, no broken trees, light drizzle, a little windy…..LIFE GOES ON !!!
  • J.R. from Manhattan: “Dear Mr/Ms [insert favorite politician here] stop using the Hurricane that wasn’t as a diversionary tactic and focus on solving the real issues”

Here’s the opportunity:
Now imagine if a national brand like Coca Cola or arch rival Pepsi, or maybe your own brand or existing regular media network, would have created a special application on their page with a map of the eastern seaboard where “fans” could click to find out the general sentiment of that part of the US regarding Irene’s effects. Tell me who would have scored MAJOR customer goodwill points?

I´ll end it here this week, I am sure you can use your creativity and imagination from here and take this suggestion to the next level. In the meantime, please remember that you can still help me with my “Mad” Social Media experiment (http://jrgrana.com/blog/?p=707)

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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1 comment August 28th, 2011

Successful Marketing = Flawless Execution

Madly Confused?

I seldom post outside my regular schedule, but when I see an opportunity to remind my colleagues about the tenets of marketing, I am sure to grab it right away. In my years of experience, a successful marketing launch requires a relentless look into detail and the ability, as humanly possible, to force the integration of chaotic detail into a flawless rendering of a beautiful concerto. It’s like we were Beethoven composing the famous 5th Symphony while being deaf (but wait, he did).

With this in mind, I want to share with you my real life case study from a consumer perspective over the past few days. I will let you judge for yourself, and definitely welcome your feedback/comments.

HEADLINE:

Banana Republic has gone social with its Banana Republic –  Facebook  Get Mad Campaign

What seems right from a teaser campaign perspective:

Outdoor Advertising Spotted: August 6
AP Press Release: August 10
Facebook Page seen: August 10
Store Availability:  August 11

What definitely seems wrong:

Outdoor Advertising Spotted: August 6

Columbus and 72nd Street

Outdoor ad information to link into Facebook page: None
Probability that a “fashionista” will go into the store 2 blocks away to find out about it: 99.9%
Date I personally visited 3 Banana Republic Stores (I look great in 60’s fashions): August 7
Knowledge of sales team about Mad Men style introduction: Zip
Confused consumer: Me for one – Imagine the 100’s of thousands additional ones out there.

See where I am heading?

Furthermore;
If you are tying a major launch to an event such as a TV Show, wouldn’t you want to time it as close as possible to the hype surrounded by new news? In reality:

Mad Men Season 4 DVD Release Date: March 29, 2011.
Mad Men Season 5 Premiere: March 2012.

Last time I checked my calendar, it was August 10. When is the last time you thought about Don Draper and company?

Net:

Like I said before, I’ll let you be the judge.  Lets focus on being “Beethoven-like,” not succumb to hype for hype’s sake. Trust me – the ROI will follow – no need to attend one more webinar to learn how to do it.  I can’t wait for the published results (if they ever share them), from where I stand. I say it is a miss.

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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8 comments August 10th, 2011

How to Succeed in Social Media by Really Trying

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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1 comment March 24th, 2011

Past Dreams are Enabled by the Present to Ensure the Future – Social Media Engagement

On the road to a better future

The Past

Twenty years ago there was plenty of marketing buzz around psycho-graphics and customer relationship management (CRM).  Customer Intimacy, 1to1 marketing, empty nesters vs. urban affluent, etc. were heated points of discussion. As time progressed, few companies were able to successfully execute any of these trends and interest diminished. While there were many reasons for this cooling in interest, I can think of three main ones:

  1. Vehicles: In the case of psycho-graphics, the only way to target at that point was mainly through snail mail campaigns using “sophisticated” zip code based data. Hardly an efficient awareness or continuity tactic. In the case of CRM, face to face or phone where the main vehicles, easier if you have 100 customers but difficult, if not impossible, if you have 1,000,000+. The advent of e-mail created a more efficient vehicle, but not mature enough at the time (not many spam guard products at the time)
  2. Cost: Besides the cost associated to the available vehicles there was also storage, software/application and labor. For perspective, over the last 30 years, the average cost per gigabyte (GB) has gone from way over $100,000 to just a few cents. Add to that, the space required for these storage units – size has decrease just as fast, if not faster.
  3. Scale:  Mostly due to the above stated reasons, these “trends” could only be afforded by the “big and mighty.”  Which due to complacency or silos created by shear size, were either happy with their market position already or their siloed structure made it impossible to implement – particularly CRM. A classic “catch 22” if I ever saw one.

In spite of these reasons, CRM has remained a viable topic due to its promise of achieving customer loyalty, thus a sustainable competitive advantage. Psycho-graphics, on the other hand, has pretty much dropped from the trending horizon until now, although it is mostly referred as behavioral targeting.

The Present

Social Media and more cost efficient technology, allows us to deliver an unprecedented customer experience by clearly identifying with them through their attitudes, behavior and life cycle stages in real time (no more need for awkward, and often generalizing zip code algorithms).

If you have read my previous blogs on Social Media strategy, you already understand how to identify your customers, understand their likes/dislikes and the places they “congregate” in order to reach them. With this information at your fingertips you can now consider the benefits and steps to what I call the ultimate benefit of Social Media:

Developing a sustainable customer engagement process or Social Customer Relationships Management (SCRM) allows us to expand the benefits of CRM and include behavioral information thus boosting by an n factor.

The Future

SCRM defined: the real-time art of listening to this constantly growing community, recording their interests, passions and preferences, and engaging with them on their terms. In this new paradigm, the consumer makes the rules, defines the channels and leads a collaborative discussion regarding the goods and services they desire.

WHAT? Giving up some control? Have a conversation? Show my customer that I am listening? YES, YES and YES. If you want a loyal customer relationship why should it be any different than any other human relationships?  The truth is that your customer is researching, reviewing and reporting on their experience with your company right now whether you are engaging or not – do you prefer to have some influence on this or be clueless about these conversations?

The good news is that Social Media delivers the perfect enabling platform to do this. It also levels the playing field, as scale is not as important as your ability to innovate as costs have continued to decrease. In the not-so distant future SCRM will change from nice to have to a must have to remain competitive and protect your customer/consumer base. Think of the benefits you will sow.

The Benefits

Top three benefits as I see them:

  1. Customer Value: Increased customer loyalty leads to longer customer life, lower cost of service, higher likelihood of referrals and the ability to up-sell and cross-sell across product lines and divisions as you become a trusted peer rather than a monolithic structure
  2. Direct and real time feedback: Opportunity to test and receive real time feedback on products as well as valuable input and ideas on new products
  3. Competitive Advantage: Increased customer loyalty also provides the best protection against competitive new offerings and/or claims.

As if this wasn’t enough, this level of engagement will allow you to truly measure quantifiably your results as you can follow your newly found friends through their purchase life-cycle.

The Execution

The good news is that many of the listening and monitoring companies I have previously referenced are currently offering or developing an engagement platform to their list of services and applications. So assuming you are not going at it alone – your research and selection for a listening, monitoring and analysis partner can be expanded to include engagement.

The not so good news is that even though the payout is large, it will require training amongst your organization on who and when to engage with your customers. Outsourcing your engagement is also possible. The critical point is that you ensure your selected outsourcing partner can represent you seamlessly and follows strict privacy protection rules.

At this point I invite you to download and read the this enlightening white paper http://tiny.cc/mw6ff, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this white paper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.

Stay tuned for my next blog on the next and final step “Measure”. In the meantime, don’t forget to comment below. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

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7 comments February 8th, 2011

So You Are Listening, Now What???

Listening will pay big in Social Media

In last week’s blog I commented on the importance of listening and promised to give you additional details about my recommended steps to develop a successful Social Media Marketing Strategy. As mentioned, listening is the first step, but we are not done yet.

Let’s review the iterative steps again:

  1. Listen
  2. Monitor
  3. Analyze
  4. Engage
  5. Measure

There are many benefits to be gained from listening to and participating in these conversations, from brand reputation management to improved word-of-mouth networking. But remember, listening once is just a snapshot of a moment in time. In order to reap full benefits you need to benchmark and continue monitoring the conversations.

“Social media monitoring” might sound like something secretive, but it’s really just about on-going listening to your current and potential customers, identifying and tracking their needs and concerns, so you can ensure that they have the information and support they need. But more on the latter in my future blog on Engagement.

Basics:

mon·i·tor·ing: to watch, keep track of, or check usually for a special purpose (objective).

In our everyday life we monitor all the time.  We monitor our relationships, our health, our mood, etc. We monitor to ensure our well being, improve ourselves or take corrective actions when signs direct us that way.

Similarly, Social Media allows us to monitor our customers’ relationship health, their mood/sentiment, changing needs, etc. (that of our competitors as well) to help achieve similar courses of action as for ourselves.

Below, I list various examples of how monitoring has allowed companies to take corrective action by joining in on the conversation, admitting a mistake or even, proactively requesting feedback and ideas from its users.

Crisis Prevention:

Company Reputation: Starbucks: http://tiny.cc/hwihx

Brand-Logo Plans: Tropicana: http://tiny.cc/cfk0h, GAP: http://tiny.cc/5buh8.

Product Change: Sun Chips http://tiny.cc/v5vvx.

And an example of not doing it: Domino’s: http://tiny.cc/lzt3z (they have improved since then).

Product Development/Improvement: Dell: http://tiny.cc/az0wh, Procter & Gamble (P&G): http://tiny.cc/mswyi.

Benefits from monitoring:

The above examples help us illustrate various benefits from monitoring Social Media.

The most salient of which are:

Identifying Influencers: Starbucks and DELL successfully use influencers to either read or prep the market and network their messages far and deep based on their product loyal customers followers. Seth Godin, best selling author, summarizes this well when he says; “I would much rather be in front of ten people who are the right people than ten thousand people who aren’t.” Early identification of the “right people” or influencers through monitoring will save us time in our on-going efforts.

Crisis prevention: Starbucks, SunChips and Tropicana thwarted potential backlash from their actions, while Domino’s should have known better.

Quantifiable Customer Feedback: While not necessarily the most efficient, GAP was able to confirm that it should not change its Logo, and hopefully gained goodwill in the process. The Tropicana example also works in this category.

Product Development/Improvement: As you gain knowledge and experience about your influencers you can start adding additional tools to your process to develop micro community sites for co-creation. This will only strengthen your list of benefits from Social Media. P&G ‘s case shows a highlight of what they are doing.  As we review engagement in the next blog we will build upon this benefit further and include Innovation to them – WHAT’S NOT TO LIKE?

How to do it:

First and foremost – using your marketing objectives and listening benchmarks, identify the key topics your customers are interested in (most passionate about) and places/vehicles in which they are discussing these topics. This will help you focus on the key areas that you will need to monitor.

Second, on its most basic form (and labor intensive), you can develop a spreadsheet or template with predetermined objectives and key words/sentiments that you are listening for and track on a daily basis observing for key changes.  Here, I strongly recommend using one of the companies mentioned in my previous blog (Radian6, ListenLogic), you can also find a more comprehensive list of suppliers at http://tiny.cc/rict0.

Third, schedule regular interval for analysis and engagement. I bet you can see now where I am going with my 5 recommended steps.

Last but not least, involve everyone in your organization. While out of scope for this blog, please do keep in mind that success in Social Media is the responsibility of all, not just the Marketing Department. This is an area that is just starting to receive attention, so there is not much written about it. I will continue to research it and inform you as we go on.

In future blogs, I will continue to review the five steps and introduce the emerging trend of Social Customer Relationship Management (SCRM).  On a positive note on organizational change, we could learn from existing CRM processes as a base to execute relevant organizational change, thus alleviating existing process gaps for Social Media.  In the meantime please feel free to comment or contact me here or directly at zeus@jrgrana.com you can also find me in Twitter @zeusofmarketing.

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3 comments January 25th, 2011

Sorry Mad Men : PR agencies Have the Advantage in Social Media

If they only knew then...

Sorry Mad Men: PR Agencies May Have the Advantage in Social Media

In light of the recent news, I couldn’t refrain myself from blogging about Ted Williams “the homeless man with the golden voice” and draw parallels to how it would work for a product or service launch.

In the process I came to the realization that post-You Tube viral success – the media placement activities could be better executed by a good PR agency, press agent or very Innovative and fully integrated Ad Agency (not the run of the mill Madison Avenue shop). When is the last time your ad agency filmed a low budget 90 seconds video and secured interviews in every major broadcast network?

Ted William as a Parallel Case Study of The Power of Social Media and its Implementation

An hypothetical case study

Objective:

Ted Williams: Get a job as an announcer in one or more media outlets.

Brand X: Introduce a revolutionary new package

The Challenge:

Ted Williams: While Ted delivers on its promise – there’s a stigma attached to being homeless.

Brand X: While the product packaging delivers on its promise – it requires a “how-to” visual representation to truly communicate it’s differentiation.

The Strategy:

Ted Williams: Utilize YouTube for awareness and follow up with broadcast TV to add credibility and secure job offers. Spin the homelessness element as a human-interest story, particularly when released during the holiday season.  Show Ted in his current environment and secure his announcer voice is heard for a shocking juxtaposition.

Follow up via Facebook page to update fans on results and maintain momentum for continuity of employment.

Brand X: Utilize YouTube for awareness and follow up with broadcast TV to add credibility and secure purchase. Showcase the unequaled green and cost saving attributes as its main benefits.

Follow up via Facebook page to update fans on results and maintain momentum for continuity of purchase.

Measure:

Ted Williams: Metrics: Number of Job Offers

Brand X: Metrics: Sales

Take Away

I know, I know. This is way simplified:

1.  First, best estimate I have seen projects that only about 5 in 1000 videos go viral (0.5%)

2.  Broadcast Media placement requires additional investment (but that’s why I recommend taking a closer look at PR agencies with their existing experience and media contacts).

3.  For comparison purposes with other projects you may want to measure sales to exposure ratios instead of just sales.

A real brand example could be P&G’s Old Spice “the man you wish your guy smells like”, true it cost more, true it was created by Wieden + Kennedy (by no means an average Madison Avenue Ad Agency – they are in Portland BTW), but I am sure a strict marketing objective and strategy was followed (see  Old Spice: Responses Case Study-Best of 2010 Requires free registration with AdAge)

The key takeaway is that starting with an objective and following a tried and true marketing process should increase your chances of success. I believe that as of January 7, Ted had at least 3 full time job offers, within 2 months from the time the Video was shot.

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4 comments January 11th, 2011


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