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Archive for Social Media

Social Media Marketing Does NOT Replace Demand Generation

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Thursday, February 10th, 2011

{Note:  This entry was recently published by Zephyr 47′s CMO Brian Hansford on his personal blog here.}

Recently I had a very interesting meeting with a new B2B Zephyr 47 customer in the Puget Sound area.  This company recently engaged with a pure social media consulting firm which revamped the company’s web presence and implemented a social media marketing strategy.  I do believe the company’s web presence is nice and the social media tactics are manageable.  As much as possible they build their blog and Twitter account which should ultimately help a bit with SEO.

Here’s the rub and our customer said it best.

“I’m not seeing the needle move.”

The agency who consulted and led the social media marketing engagement with this company didn’t set expectations properly and focused exclusively on inbound marketing.  Additionally they didn’t implement a true demand generation program.  Also, the agency created more work for the customer through the use of peripheral tools which took away from sales and operational details.  The social media marketing effort appears to have been sold as a silver bullet solution to replace sound practices in demand generation and sales.

Social media emotions and swirl are redlined now.  However business still operates on the principles of ”creating customers.” Social media marketing is NOT a silver bullet and does NOT replace focused sales efforts and demand generation marketing.  For the right business in the right scenarios they are potentially complementary.

Now before the fanatics and activists get twisted panties, think about our new customer’s statement. THE NEEDLE HAS NOT MOVED. The web presence looks good but it has NOT made any difference in sales over the last 12 months.  This is where the social media “guru’s” and “ninja’s” have fallen off the rails.

Yes, Zephyr 47 advocates the pragmatic use of social media and as an organization we utilize several social media channels including this blog, Twitter, CinchCast, Facebook, Gist and LinkedIn. etc.  Social media provides interesting ways to learn, engage with old friends, connect with thought leaders and exchange ideas with industry experts.

Yes, I have developed many strong and special personal and professional relationships through social media.

No, I am not saying social media will die.

No, I do not care how many followers I get on Twitter.  Sorry.

No, I do not believe all social media activity should be directly tied to or measured in revenue. (unless it’s sold that way.)

Social media marketing does NOT matter to a business if customers aren’t there.  Remember, a business exists to create customers.  It’s a simple as that.

Go to Where Your Customers Are

The bottom line is social media provides a “channel” for some businesses to engage with customers or potential customers. For some businesses social media may work well at moving customers through a buying cycle or bringing customers to the site or in the door.  For others, it’s a waste of time, money and resources.

Where social media can help is providing high value content to customers at the right time and place.  But outbound and targeted marketing efforts along with strong sales will ALWAYS be required to drive and build a business.

To execs, business owners and social media activist alike, keep your wits about you.  Find the balance and avoid the snake oil.

Brian Hansford, President & CMO, Zephyr 47

Other Related Entries and Resources

Categories : Brian Hansford, Demand Generation, Social Media, Social Media Marketing
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The Content Grid from Eloqua/JESS3 – A Brilliant Model

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Sunday, June 20th, 2010
The swirl and excitement around social media, social networking, and social media marketing (they are each unique) creates many new opportunities to engage customers, partners, families, friends, and ‘communities.  There are many great stories of how organizations are using different channels of social media to network and engage their constituents.  Yet with nearly every SM event or discussion I participate in I always hear the question on who OWNS social media in an organization.  Answers come up that the communications team, PR, or marketing should OWN all social media.  All of these answers are WRONG.

Eloqua has developed a brilliant Content Grid with superior illustration from JESS3.  The Content Grid very clearly illustrates an organizational content framework including the different types of content, the channels, the ownership, and the audience.  In my opinion the Eloqua Grid is equal to Geoffrey Moore’s model from “Crossing the Chasm” in both brilliance and clarity.  I want to write about it here to help proliferate the model and also help my SM and marketing colleagues envision how they can use this model to work with their organizations and clients.  I have the grid posted below and it also available from Eloqua’s blog site written by their director of content marketing, Joe Chernov.

Here why I like this model and why it is valuable:

1.  Social Media is a functional component of an overall marketing and business strategy.

2.  Content is a macro-organizational responsibility.  No single group owns ALL of the content or CHANNELS.  Content delivery involves both centralized and decentralized channels with different objectives.

3. Content comes in different flavors with different audiences and different functions.  The content that build awareness is unique from the content that helps a customer support their buying decision.  Additionally, existing customers will have different content needs than prospects in the awareness stage.

4. Hyper-Focus on ROI is minimized or eliminated.  We have all struggled with the ROI Question related to content strategies and social media engagements.  The Eloqua Content Grid illustrates to business managers and executives where content fits into the overall business and marketing strategy.  If executives still need to focus on ROI, ask how they measure the ROI of email.  A better discussion is the opportunity cost of NOT developing and implementing a content strategy.

Major kudos to the Eloqua team for publishing this grid.  In this case a picture is worth a million words.  Let me know your thoughts.

Cheers,

Brian Hansford

President

Zephyr 47

Categories : Content Marketing, Content Strategies, Social Media, Strategic Marketing
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A Marketing Toolkit for Small Businesses

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Wednesday, May 19th, 2010

Marketing is one of the greatest challenges for a small business operator.  The process of finding, attracting, winning, and retaining customers is a constant battle and one that never ends.  And depending on the type of business, the way a business builds a customer base will be unique.  Even so, there are some valuable components of a Small Business Marketing Toolkit that can dramatically increase the marketing effectiveness for small business.  Here are some of the tools and resources to consider.  Let’s get started!

The Plan – SOSTAC

Yes, even a small business needs to build a marketing plan.  (I can already envision the rolling eyes.)  Here’s a framework to consider to help build and manage and effective plan.  The SOSTAC planning model works incredibly well for small businesses.  (I wrote about this briefly in a previous blog entry.)

The outline for SOSTAC is this:

  • Situational Assessment
  • Objectives
  • Strategy
  • Tactics
  • Action
  • Control (measure and manage against the desired outcomes)

Build a manageable plan that helps you reach, engage and support your market.  Don’t overextend beyond the realm of securing success.  Focus on doing things well.

Messaging and Positioning Platform -

A well developed messaging platform is a cornerstone for all marketing activities and communications.  A platform ensures all messages, regardless of where or how communicated, are consistent.  The  platform identifies:  Who is the target audience?  What is the unique value proposition? What are the desired takeaways for the audience?  What are the messaging pillars and what are the proof points to support them?

Integrated Web Presence -

This is more than a static Web site that serves as a billboard.  Find ways to engage your customers with fresh and interesting content.  Use the messaging and positioning platform to ensure consistent messages across platforms.  A Web presence can include a blog and online communities such as those on Facebook, both if which can be a part of business Web site.

Make it easy for customers to contact you through the site using a form.  Don’t ask for too much information which may scare off a contact.  WordPress is a fantastic platform to build and manage a site.  (It’s not just for blogging!)

CRM App or Service -

Plugging contacts into Microsoft Outlook isn’t the best way to manage a prospect and customer list.  There are many CRM apps and online services that are free or low cost that can help a small business manage who they must follow up with, when, how, and what the next steps are.  Many of these CRM tools can integrate with a Web site and Outlook and Google Docs.  Additionally, email marketing applications and services can integrate with many CRM tools.  Integration is very important because all contact activity can be centralized and tracked.  Without integration the information is tracked disparately which can lead to disaster later.

Email Marketing – Lead Generation and Ongoing Contact

There are a number of fantastic email marketing tools and services you can use for lead generation and ongoing customer contact.  Email is a very powerful tool – and very dangerous when used improperly.  Make sure to understand the anti-spam laws around email marketing and offer opt-out options.

Some simple guidelines to follow with email marketing:

  • Don’t over-mail (spam) your prospects – Balance your email programs following a campaign schedule.  Remember, the contacts have given you delicate permission to email them.  Don’t violate that trust!
  • Newsletters – develop a quarterly newsletter calendar to send to existing customers.  Provide brief information related to the business.  Try to include customer testimonials!
  • Content – Keep the content focused and brief.  Provide links back to the Web site for more information
  • Timing – Send the marketing and newsletter emails on a Tuesday or Wednesday.

Tip:  Small business email tools to consider are Constant Contact and StrongMail.

Social Network Channels and Communities -

Rule #1 – Don’t get overextended.  Rule #2 – when in doubt refer to Rule #1.

The neglected blog, old Twitter site, and out of date LinkedIn profile can be very damaging if a business cannot manage their presence and stay engaged!  Twitter and LinkedIn are fantastic ways to engage with and connect with customers and partners.  LinkedIn is especially powerful for connecting with individuals who have similar interests or associations.  Understand the rules of engagement to avoid blatant commercial broadcasts.

Search – Be wary of the search engine witch doctors who claim they can get your Web site to the #1 organic search position.  Unless they helped design Google’s algorithm (and the subsequent updates) search results can’t be guaranteed.  However, make sure the content on your site clearly states your value proposition.  Two other important guidelines to help with search optimization.

  • Links: Include links to other sites and find legitimate ways to get other businesses and blogs to link back.
  • Consistent Meta Data: Ensure each “Page Title” and “Description” includes content that is consistent with each viewable page.  Don’t jam tons of keywords that are irrelevant to the business or the page.

(An SEO tool to consider for WordPress sites:  Semper Fi Web Design has developed a WordPress plugin call the All in One SEO Pack which is available as a free download or a higher powered fee-based option.)

Let’s Wrap It Up!

Each business will have unique requirements for how to reach and engage with prospects, customers and partners.  The Marketing Toolkit can help a small business improve the marketing effectiveness and manageability of a plan.  The ideas listed here are by no means comprehensive but intended to show some of the resources available to help a small business grow and build an amazing customer base.

Let us know if you have some questions on these ideas and how they can help your business!

Cheers, Brian Hansford – President and Marketing Secret Weapon at Zephyr 47

Categories : Marketing Toolkit, Small Business, Social Media, Strategic Marketing
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The Experience Music Project’s Description of Community

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Monday, May 17th, 2010

With all the social media swirl around “community” and “telling stories” and “conversing” with customers and building communities, I wanted to share this brief description of the Pacific Northwest Music Community from the Experience Music Project in Seattle.

” Making a Scene and Building a Community…

It requires the energy, commitment, and dedication of a network of individuals and organizations for a regional music scene to develop.  Whether in Liverpool or Memphis, Athens or Austin, a supportive community is needed.

The recent flourishing in the Northwest resembles other local scenes around the country, but each community develops in ways unique to the people who live there, the traditions of music they inherit and the music they invent for themselves.”


Interestingly this description was provided in the EMP exhibits for the 1950′s and early 1960′s featuring the emerging cultural phenomenon of rock-and-roll.  Somehow I think this description is just as relevant today for anything from plumbers to organic farmers to small business owners.  We don’t need social media to suddenly teach us communities exist and can be engaged and supported.  We do need social media to engage and support communities in dynamic ways.  Just the same as the rock and roll scenes emerged when groups like the Kingsmen sang “Louie, Louie” in 1963.

Categories : Social Media
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Personal Interaction and Relationships Still Matter

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Thursday, April 22nd, 2010

Even with people paying more attention to their tweets and Facebook pages from their iPhones and laptops and less to the person sitting next to them, personal interaction and relationships with customers still matter.  I have recently experienced a huge chasm between how organizations market themselves, or “engage” with customers over social media channels, and how poorly they do so upon direct contact.  It’s a split-personality experience that creates confusion and frustration. (As it did with me)  This is a long standing problem for organizations of different shapes and sizes that came to the forefront during the Dot-Not craze.  Social media by itself is not a magic vaccine that will automatically cure customer engagement problems or make it easier.  It takes hard work, focus, and dedication even if the technologies make it seemingly more efficient.  If a customer or constituent has one bad experience in person, all the hoopla around social media won’t matter!

In the never ending quest to find efficiencies with sales, customer service and support here are some of the problems that still exist:

  • Offshore customer service centers with resources who can’t fluently speak the languages needed
  • Poor hiring decisions for managers and sales staff at retail establishments
  • Inventory items that are out of stock or back ordered for weeks or months
  • Financial operations still need solid accounting practices to support customers and vendors to accrue expenses appropriately

A social media strategy must support the overall focus of the business.  A social media strategy by itself won’t help a business with severe underlying problems in people, process and technology.  And if the human interaction doesn’t support the glossy interface of social media, it won’t matter.  The customer will take their business elsewhere.

Categories : Customer Marketing, Social Media
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“Who owns social media in the organization?” – It’s the wrong question

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Thursday, April 22nd, 2010

Discussions abound on who “owns” social media in an organization.  This came up during a panel discussion at the Social Media 201 event last week in Seattle where it was suggested a communications team/department should own social media content et al and not marketing.  This sentiment seems to focus more on control and less on the most important element – The Customer.

Ownership is not the question or even the answer. Organizations that successfully engage in social media will have multiple departments engaged through multiple channels and platforms.  (Sales, Product Management and Support should also engage.)  Functions such as customer service, product management, and even sales will be required to engage with customers beyond e-mail and telephone calls.

On Marketing

Marketing is strategic to an organization and not just limited to the outbound noise of constant promotions. Unfortunately many businesses are using social media channels in short sighted ways.  Over the last 20+ years of B2B marketing (especially in the tech industry) marketing execs and departments have fallen from grace because of their focus on tactical promotional marketing activity.  (Nirmaly Kumar’s book “Marketing as Strategy” describes this perfectly and how to return to a strategic role.)  We marketing folks have brought this onto our organizations through the relentless publishing of brochureware, e-mail spam campaigns, and tradeshows.  Our connections with customers are often based on guesswork derived from anecdotal information from sales people and channel partners.

On Customers

Marketing should use social media as a critical channel to reconnect and listen to customer conversations and provide high value content at the right time.  Promotions do have a role in social marketing but they are only a small piece of the marketing equation when using social media.  Who are the customers?  What do they care about?  How do you reach them in a way they will trust?  Do your customers even care about social media connections?

On Objectives

Organizations need to build their social media plan before taking the leap.    What are the objectives and desired outcomes?  What are the best way to achieve the strategic objectives?  How can social media channels weave together across functions?  Standard business principles apply even in this new era of Web 2.0…

Ownership is a shared responsibility and obligation.  Too much focus on control will slow down the organzation and hinder customer engagements.  This isn’t a turf war.

The one who owns this channel is the customer.

Categories : Content Marketing, Social Media, Strategic Marketing
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