Tá Teip ar Mhargaíocht na Meán Sóisialta

rí burgair

Jonathan Salem BaskinAnuraidh, scríobh mé post mar fhreagra ar Jonathan Salem Baskin, ag glacadh eisceacht lena nóisean go Na meáin shóisialta D'fhéadfadh a bheith contúirteach do chuideachtaí. (D'aontaigh mé leis i ndáiríre ar go leor comhaireamh).

An uair seo - dar liom - chuir an tUasal Baskin naí air. Tá gach cuideachta curtha ag léim ar an mbandaleithead meán sóisialta, méadú ar chaiteachas margaíochta sa réimse sin, ach is beag duine a fheiceann na torthaí a raibh súil acu leo.

Tá Burger King tar éis gríosadh trí chúpla CMO agus chuir an ghníomhaireacht Crispin Porter & Bogusky as a phost tar éis feachtais Facebook agus físeáin víreasacha a tháirgeadh a fuair a lán aire agus chonaic an gnó sé cheathrú as a chéile de dhíolacháin ag laghdú. via AdAge

Ag comhdhálacha agus le comhghleacaithe, thug mé dúshlán dóibh go minic fianaise dhochoiscthe a sholáthar dom gur féidir feachtais sna meáin shóisialta a dhearadh, a phleanáil agus a chur i gcrích go cúramach le ag súil leis toradh ar infheistíocht. Is í an eochair anseo ag súil leis… Is féidir liom ionchais a shocrú ó r-phost, íoc in aghaidh an cliceáil agus feachtais optamaithe inneall cuardaigh le himeacht ama… ach ní sóisialta riamh. Níor aimsíomar an algartam draíochta le leas a bhaint as an síce sóisialta fós.

Ní hé nach gcreidim go bhfuil luach sna meáin shóisialta ... déanaim. Ach sílim go bhfuil dhá phríomhghné ann chun na meáin shóisialta a ghiaráil go héifeachtach:

  1. An chuideachta ar mian leo sóisialta a ghiaráil caithfidh sé a bheith sóisialta cheana féin! Má dhéantar cuireadh do gach duine chuig comhrá agus ansin gan freagairt, dul i bhfolach, nó iarracht a dhéanamh an freagra a chasadh, féadfaidh sé níos mó dochair ná maith a dhéanamh. Baineann go leor de na feachtais rathúla ar na meáin shóisialta, mura bhfuil gach ceann acu, le cuideachtaí a bhí sóisialta cheana féin… sular bhuail na meáin riamh.
  2. An chuideachta ar mian leo sóisialta a ghiaráil caithfidh straitéis mhargaíochta éifeachtach ar líne a bheith aici i bhfeidhm cheana féin. Is é sin, ba cheart go mbeadh suíomhanna iontacha acu, blaganna soladacha, leathanaigh tuirlingthe ard-tiontaithe, údarás iontach innill chuardaigh agus straitéis ríomhphoist éifeachtach a chothú.

Má tá tú ag iarraidh na meáin shóisialta a ghiaráil sula bhfuil tú ag úsáid go héifeachtach, mar shampla, clár cothaithe chun toradh a dhúnadh go bhfuil caidreamh forbartha agat cheana féin agus atá suibscríofa leat… níl ort ach cnónna. Tá sé i bhfad níos éasca gnó a dhúnadh ó chaidrimh bhunaithe ná feidhmchlár costasach mhaisiúil a chaitheamh suas ar Facebook agus a bheith ag súil le freagra agus toradh níos fearr ar infheistíocht! (Níor chabhraigh sicíní duel le borgairí a dhíol.)

Creidim aimplitheoir is ea na meáin shóisialta. Nuair is mian leat teachtaireacht a mhéadú - caithfidh teachtaireacht ábhartha a bheith agat ar dtús, lucht féachana chun í a dháileadh, agus suíomh do na héisteoirí sin teacht. Cuir do bhrandáil eile go léir, margaíocht isteach, barrfheabhsú inneall cuardaigh, agus fiú blagáil chorparáideach i bhfeidhm sula dtosaíonn tú ag caitheamh airgid ar chlár meán sóisialta leathnaithe!

Ní chreidim go bhfuil na meáin shóisialta marbh mar straitéis mhargaíochta… is dóigh liom go ndearnadh míthreorú air i gcónaí mar lárionad straitéise nuair nár cheart é a bheith.

16 Comments

  1. 1

    Douglas, I couldn’t agree more with your deeper analysis. “The message is the (still) the message” irrespective of medium, right?

    Jonathan

    • 2

      Somewhat, Jonathan… I do think each medium has intent associated with them and requires the message be crafted to target that recipient. For example, a search for ‘buy remanufactured iPad’ should land where the person can immediately make a purchase… but the message for a Facebook Ad may be ‘iPads remanufactured with warranty’. The intent of the search is to buy, the intent of the Ad is to garnish some unexpected attention.

      Great article! I’ve been waiting for someone with a bully pulpit to begin taking some swings at all these jokers out there selling ‘engagement’. 🙂 It seems when the unemployment is high, we’re saturated with marketing consultants. And when they fail as marketing consultants, we’ve provided this new thing called a ‘social media consultant’.

    • 3

      Somewhat, Jonathan… I do think each medium has intent associated with them and requires the message be crafted to target that recipient. For example, a search for ‘buy remanufactured iPad’ should land where the person can immediately make a purchase… but the message for a Facebook Ad may be ‘iPads remanufactured with warranty’. The intent of the search is to buy, the intent of the Ad is to garnish some unexpected attention.

      Great article! I’ve been waiting for someone with a bully pulpit to begin taking some swings at all these jokers out there selling ‘engagement’. 🙂 It seems when the unemployment is high, we’re saturated with marketing consultants. And when they fail as marketing consultants, we’ve provided this new thing called a ‘social media consultant’.

  2. 4

    Doug,

    I have been searching for that word… amplifier. That nails it. Social media budgets should not go overboard and there should be objectives that are meaningful, but the computation of ROI is dubious at best. I don’t think of social media as a selling platform and provably companies that try that find little return and little engagement. Companies that go into their space knowing their market and talking about their markets issues and attaining “thought leadership” etc… develop meaningful brand awareness that occasionally can be leveraged for sales but more than likely just affects them at decision time.

    An example would be shoe companies if you follow Toms shoes on Twitter and also Nike shoes you might see Nike post about an Air Jordan comeback shoe for just $100 a pair and you might also see Toms Shoes post about the difference a pair of shoes can make in a childs life and how they are working with the goal of putting a shoe on every pair of feet on the planet. When you go to the shoe store and see Toms Shoes next to the Air Jordan comeback which conversation is most likely to come to mind? My money is on the seemingly selfless conversation about how you can help meet someones basic needs is going to make a more lasting impression than the conversation about $100 making you feel like a teenager again.

    Just my 2¢

    Karl

  3. 5

    Very well articulated Douglas, and right on the mark for so many companies.
    Your piece wonderfully articulates the ongoing need for integration of a firms marketing activities across a number of fronts. For the internet in particular, I really like the potential automated marketing systems like Hubspot offer, as they touch on all the points you mentioned.

  4. 6

    It’s also important to engage the audience on a more personal level, which may be hard for larger companies to do. How do you create relationships with millions of potential clients? How do you attach them to your product rather than your competitors, if the only thing that sets you apart from each other is price? Personality, and relationships. Big companies could be “past” or “above” social media with the exception of utilizing their social networks for polls, and releasing special savings deals. Just my .02

  5. 7

    It’s also important to engage the audience on a more personal level, which may be hard for larger companies to do. How do you create relationships with millions of potential clients? How do you attach them to your product rather than your competitors, if the only thing that sets you apart from each other is price? Personality, and relationships. Big companies could be “past” or “above” social media with the exception of utilizing their social networks for polls, and releasing special savings deals. Just my .02

  6. 8

    Dear Mr. Karr,

    This is spoken from someone that has done how many social campaign initiatives? I wonder. I’m not going to praise you for jumping on the anti-social media bandwagon. All your co-horts can find whatever meaning in this that they will but I think you’re doing what the general populous does and seeing what you want to see. While yes social media does galvanize bad press: http://bit.ly/bad-press – that’s simply function of a tool keeping you honest.

    Yes, to be sure that social media is a powerful tool than can backfire. And yes, you’ve sited enough self-protection points to not be fully committed to your point. But this blanket statement is nothing more than panic fire.

    Leveraging ones social graph is still in every way new to advertisers and traditional marketers. They understand PUSH, BIG, NOW, SALE, FREE, DANCE! And it’s not simply “engaging in conversation” it’s understanding community, participation and natural brand brand lift through consistency of messaging.

    I agree there have been failures. But certainly now more or less deployed across traditional mediums. Oh and BTW, it’s “Subservient Chicken” not dueling chickens and if you’re still talking about it – than it worked.

    Respectfully,

    JusticeMitchell.com

    • 9

      Hi Justice,

      Currently, all of our clients have social engagement as part of their overall strategy. As well, it’s an important part of my online marketing strategy as well. I’m not ‘jumping on a bandwagon’. Talented marketers who have to get results for their clients don’t ‘jump’. We figure out how to properly leverage a medium rather than abandoning working practices because Wired or Inc point to the ‘next big thing’.

      And Subservient Chicken was an epic fail – a great example of poor marketing. Attracting big numbers of an irrelevant audience is NOT what a marketer should be after.

      Doug

      • 10

        This is a practical response, but is not reflective in your original document. And I also agree with your assessment that we leverage the medium(s). Kenneth Cole, Groupon, Red Cross, Ford and every successful brand that has ever ventured into social has had to confidently face adversity quicker than ever before in RT. But you’re right there is no “magic algorithm” nor will there ever be a way to predetermine the any given demo’s reaction to a integrated campaign and hope to cut them off at negative pass (as it were) with social media.

        So ‘why is social marketing failing’?

        Subservient Chicken:
        15 million hits the first 5 days
        7,000,000 broadcast impressions
        450 milliún amas

        Man I wish I could do as poorly as that. Playa’s gotta hate!

        Best ~

        • 11
  7. 12

    If social marketing is failing you or is not actually helping you, then at least look for something that will replace social media. Look for automated systems that can help you out in your marketing strategy, Just like what I have found in advancedwebads. the service provides unlimited banner impressions and clicks.

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