Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: A Social Media Mini-Manifesto for Marketers
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > A Social Media Mini-Manifesto for Marketers
Business Intelligence

A Social Media Mini-Manifesto for Marketers

JillDyche
JillDyche
6 Min Read
SHARE
Il_manifesto
photo by Zingaro

In my last blog post, I admonished marketers not to abandon a solid, multi-channel marketing strategy in their frenzy to embrace social media. Savvy CMOs are just now coming to terms with the fact that social media isn’t an alternative but instead a supplement to a deliberate, customer-focused marketing plan.

Concentrating on social media often usurps other marketing tactics in terms of visibility. Follow Tony Hsieh, CEO of Zappos.com on Twitter? Sure! Remember the details Zappos’ last e-mail offer? (“Free shipping” reminders don’t count.) I didn’t think so. As awareness of social media grows it risks becoming the Web 2.0 version of “spray and pray.”

What’s a well-rounded marketer to do? Here’s a list of six rules that effective marketers are following now…

More Read

The Flaw of the Hub-and-Spoke Architecture
The emergence of the mega-tech vendor economy
SAS Vertical Strategy
Business Analytics vs Business Intelligence?
A business intelligence parable

Il_manifesto

photo by Zingaro

In my last blog post, I admonished marketers not to abandon a solid, multi-channel marketing strategy in their frenzy to embrace social media. Savvy CMOs are just now coming to terms with the fact that social media isn’t an alternative but instead a supplement to a deliberate, customer-focused marketing plan.

Concentrating on social media often usurps other marketing tactics in terms of visibility. Follow Tony Hsieh, CEO of Zappos.com on Twitter? Sure! Remember the details Zappos’ last e-mail offer? (“Free shipping” reminders don’t count.) I didn’t think so. As awareness of social media grows it risks becoming the Web 2.0 version of “spray and pray.”

What’s a well-rounded marketer to do? Here’s a list of six rules that effective marketers are following now. Consider it a mini-manifesto of social marketing:

  1. Stop saying “Hi!” While offering a quippy joke about your sandwich spread or the odor emanating from your dog as she reclines under your desk is hilarious the first time (and maybe even the second time if it’s Braunschweiger), best-practice marketers don’t just entertain, they inform. As much as people like a good chuckle, your customers and prospects are hanging around because of your product, not your witty repartee. Unless you’re Eddie Izzard, be sure that your on-line dialog offers value.
  2. Get busy with BI. Every company wants to predict its customers’ wants and needs. To do that requires more than an on-line dialog with customers, it requires an understanding the customer’s profile and historic behaviors. If your company doesn’t have a robust and evolving business intelligence program, build one before investing heavily in a social media infrastructure. Social media analytics and measurement are arguably a subset of a complete BI strategy. If you’re launching a social media program ahead of BI, you’ll end up over-investing in both.
  3. Differentiate your members. You have a loyalty program, right? What? You don’t? Then logoff FriendFeed and launch one. Because understanding who your top-tier customers are is paramount to your company’s share of wallet. Social media and Web 2.0 technologies promise new ways to reach out to your “best” customers and differentiate them to keep them coming back. But first you need to know why they’re your best customers. (See Number 2.) Then, start treating them differently. Then that Facebook fan page might even be useful.
  4. Know your influencers. There are customers and then there are “constituents,” those concentric circles around customers that might represent suppliers, employees, service partners, industry gadflies, and marketing analysts. If you’re web-visible, then you’re talking to them, too.
  5. Maintain your brand. In the rush to start an on-line party with their customers, some companies forget what they’re selling. Worse, the personality of the blogger/tweeter/e-mailer trumps the voice of the brand. Want to let your followers in on the action while flossing? Get your own personal Twitter account. Want to let on-line customers in on the 20 percent off coupon code? Now you’re tweetin’.
  6. Finish strong. Like many buzz-worthy business fads, social media efforts can launch big, then fizzle. Don’t let social media become another intellectual exercise. Have a plan for adopting and rolling out a variety of social media programs,using it as a vehicle for  a deliberately planned marketing strategy. Be sure to define what success looks like. Then measure early and often.

In the end, social media is another set of tools in the marketing toolbox. And, like any business enabler, it needs to pass the management “sniff test,” meaning that it needs to generate sustained revenues or offer savings or efficiencies that exceed its cost to deploy. Otherwise, success is just another word for fad.

Link to original post

TAGGED:marketing strategysocial media
Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

They’re Baaaack! IT Spending in Retail Returns

8 Min Read
leveraging social data for ROI
Social Media Analytics

Leveraging Social Analytics for Optimizing Your Marketing Strategy

9 Min Read
big data changing social media forever
Big DataExclusiveSocial Data

4 Ways to Boost Social Media Engagement With Big Data

10 Min Read

Listen to: Putting the Pieces together – Finding Value in Unstructured Data

2 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?