I have been totally remiss in keeping up and sharing in Bodera’s blog. Lot’s of real excuses. The old adage of the cobbler never working on his own shoes comes to mind. But we have been busy working on various client’s socialcrm needs. Over the last 2 or 3 months I continue to observe the changes that are rapidly taking place in social marketing. Brands are beginning to embrace the idea that social marketing is the biggest game changer to come along in years. They’re really trying to figure how this all comes together. Together meaning social driving incremental revenue and loyalty. Like every other “new” channel or media there is an evolution or even a natural selection process that must take place.
The social technology firms seemed to be out ahead of it, offering these awesome social tools and platforms to transform your marketing initiatives. And their value has been immense for brands, listening monitoring their brand, sentiments and competitors as an example. Everyone seems to have one of these tools. Next in the link came advertising agencies and marketing firms assisting their clients developing promotions to drive likes, friends and followers through the social networks. A very tactical approach. Not that there is anything wrong with that. But brands are now asking themselves what have we gained? We’ve got the tools. We have some very clever promotions. But are we driving incremental revenue and loyalty? Do our customers love us enough to continue to buy or buy more. And are they willing to share that brand love with their spheres of influence?
But next link in the evolutionary chain maybe somewhat out of order. Strategic thinking. Brands need, like any other form of media or channel a creative thinking and a blueprint for success. This blueprint is all encompassing incorporating social technology and tactical execution. But this mis-aligned link is most critical. Since brands now have this ability to include their customers and markets. They have the ability to form an emotional connection with their audiences, to deliver on the purpose of the brand. They have the ability to form communities where their customers and markets with shared values and common interests can engage, share and purchase products or services.
Start with the creation of a strategic social plan. Understand and clearly articulate why your brand is. Have the left brain Come Together with the right brain. It’s time now to get these links in the right order.