I realize everyone is telling you social media marketing is a unicorn, but maybe it's just a horse?
Sure, social media marketing differs from the marketing we're used to in that it puts the company and our customers on the same-rather than opposing-teams. But beyond that, isn't social media similar to traditional channels that have come before it? I'm not talking necessarily about using social media to acquire new customers, but rather using it to keep the customers you've already earned. Maybe social media isn't the new television, but rather the new telephone or CRM?
Why would a consumer "friend," "fan," or "follow" you, unless they were either already a customer, or at the very least had considered buying from you? The average Facebook member becomes a fan of just two companies per month, yet is exposed to thousands of brands during that same period. People don't experimentally engage with brands on social networks, they engage with the brands they already support.
e LETTERS TO THE C-SUITE:iv
Execut
rt! GETTING SERIOUS ABOUT
Ale
SOCIAL MEDIA
Executives around the world continue to ask, "How can social media be monetized?" and "How does it fit into my existing interactive marketing?" The latest research from Forrester points to social media being the fastest growing marketing channel, reaching $3.1 billion by Contributors: 2014. The chance to connect with customers in real-time is incredibly powerful and presents an amazing opportunity-arguably the first for brands to really develop a personal relationship 1Jay Baer with customers.
2David Baker To help you navigate the social media waters and really understand how your brand can join the conversation via social media, we've asked a dozen of the industry's top social media experts to offer their insights to help you broaden your social media strategy. I encourage you 3Sergio Balegno to read the advice and insight from the experts, and don't be afraid to connect with all of us on Twitter to learn more.4Olivier Blanchard Here are three things to remember as you read Letters to the C-Suite: 5Jason Falls 1. Marketing is no longer a department-it's a state of mind. The marketing department no longer owns the channels in which customers connect with brands. It's not about control-6Ann Handley it's about managing conversations and engaging where appropriate. Social media provides a remarkable opportunity to understand what customers want and deliver an immediate Joseph Jaffe experience with your brand.72. The conversation's happening with or without you. Two-thirds of Fortune 100 companies 8Kyle Lacy are on Twitter, and customers expect companies of all sizes to engage and serve them across social networks. With millions of Tweets and status updates every hour, the conversation is 9Valeria Maltoni happening. The choice, of course, is whether or not you choose to engage.3. Social is social-not a silo. For years, marketers have aspired to develop one-to-one 10Shelly Palmer communications, where brands personally talk with customers online. Social media takes the idea of one-to-one even further and no longer makes it a brand-to-customer conversation. 11Trey Pennington Instead, it's now a person-to-customer conversation. Within the overall interactive marketing ecosystem, social media marketing is most effective when it's used as part of a brand's overall communication with its customers-across email, mobile, social, and sites.12Jeff Rohrs Social media represents the powerful evolution of marketing. From social to email to mobile, interactive marketers are increasingly asked to do more. We're committed to providing you the latest research and solutions to bring simplicity to the ever-changing interactive world.
TIM KOPP Chief Marketing Officer, ExactTarget @tbkopp
1GETTING SERIOUS ABOUT SOCIAL MEDIA
Executive Alert!
TO THE EXECUTIVE TEAM:
I realize everyone is telling you social media marketing is a unicorn, but maybe it's just a horse?Sure, social media marketing differs from the marketing we're used to in that it puts the company and our customers on the same-rather than opposing-teams. But beyond that, isn't social media similar to traditional channels that have come before it?I'm not talking necessarily about using social media to acquire new customers, but rather using it to keep the customers you've already earned. Maybe social media isn't the new television, but rather the new telephone or CRM?Why would a consumer "friend," "fan," or "follow" you, unless they were either already a customer, or at the very least had considered buying from you? The average Facebook member becomes a fan of just two companies per month, yet is exposed to thousands JAY BAER of brands during that same period. People don't experimentally engage with brands on social networks, they engage with the brands they already support. Convince & Convert, Social Media Strategywww.convinceandconvert.com Thus, your organization should consider how you're going to "be" social, not just "do" @jaybaer social media, and then consistently manifest that relationship your entire spectrum of communication tools: your Web site, blogs, Facebook page, Twitter account, email Jay Baer provides social media program-and even down to your customer service department. consulting and training to leading Your strategies and expectations for social media should complement what yo... [download for more]
