jim.hamill@energise2-0.com

The State of Social Media Marketing (Part 2)

Part 1 of this article summarised the key findings from a recently published Pivot Conference Report entitled ‘The State of Social Marketing 2011 – 2012: From Social Brands to Social Business’. Part 2 presents strategic guidelines to support organisations moving from an experimental to a much deeper level of social media engagement.

The Pivot Report highlighted a major ‘Perception Gap’ between the heightened expectations of ‘Social Customers’ and the limited social media progress being made by the majority of companies. Social Consumers are fundamentally different from traditional consumers in the way they find and share information, the way they make purchasing decisions. They place more emphasis on the shared experiences of those they trust on social networks compared to corporate driven brand messages. They expect brands to respond to their socialized questions.

While there are a number of vanguard Social Businesses who have fully embraced the need for engagement, the majority of companies lag behind in execution. Most remain at an experimental stage in their use of social media.

The main findings of the Report, although US based, match our own thoughts based on our extensive experience of working at the coalface of social media in the UK and internationally over the last four years or so. While interest and enthusiasm for social media in the UK and other countries has grown rapidly, the majority of companies remain at an experimental/’testing the water’ stage of social media maturity. A broadcasting mentality prevails with social media being used as yet another PR platform for pushing messages AT rather than engaging WITH customers. Very few organisations have developed an integrated and coordinated Social Media Strategy fully aligned with and supportive of core business goals and objectives.

The Road to Nowhere

Road to NowhereTo avoid being on a ‘Road to Nowhere’ with your social media activities, we would recommend the following ten steps to ensuring that an agreed Social Media Strategy is in place; one that is fully supportive of your core business goals.

Step 1: ‘Be Social Before Doing Social’
Step 2: Monitor/Evaluate Your Social Media Landscape
Step 3: Undertake an Internal Social Media Audit
Step 4: Set up a Social Media Listening System
Step 5: Develop a Social Media Strategy
Step 6: Develop Action Plans for ‘Getting There’
Step 7: Organisation, Resource and People Aspects
Step 8: Implement the Strategy
Step 9: Monitor and Evaluate Performance
Step 10: Progress from Social Media Marketing to become a ‘Social Business’

The above Ten Step Social Media Action Plan will form the basis of our free online ‘Mastering Social Media Programme and eResource Centre’ to be launched at the end of January. If you would like to be notified when this goes live, please register your interest here.

The Appendix to this post lists our previous posts on these topics over the last year or so.

We look forward to welcoming you to our new ‘Mastering Social Media eResource Centre’. In the meantime, please do not hesitate to use the comments box below if you have any queries or comments to make.

Take care

Jim, Alan, Vincent

APPENDIX

List of previous Energise 2.0 posts relevant to the Ten Steps

Step 1: ‘Be Social Before Doing Social’
Are You a Fish or a Sheep
Drowning in a Sea of Noise
Is Your Business Anti-Social?
I Am Not a Suspect
Goodbye Marketing: Hello Social
Social Media is Not About Broadcasting, PR or Direct Marketing
State-of-Mind

Step 2: Monitor/Evaluate Your Social Media Landscape
Infographic Guide to the Social Media Landscape
Social Media Monitoring Tools Demystified
Social Media Strategy Development Step 2: Your Generic Social Media Strategy
Evaluate Your Social Media Landscape

Step 3: Undertake an Internal Social Media Audit
Workshop Slides, 21st September, 2011
Audit Your Social Media Progress
How Social Media Mature is Your Organisation?
Are You Listening?
Step 5: Your Readiness to Engage
Your Internal Social Media Audit

Step 4: Set up a Social Media Listening System
Are You Listening?
70% of Companies Don’t Get Social Media

Step 5: Develop a Social Media Strategy
A Customer Led Approach to Social Media
Socialise the Customer Experience
Social Media Strategy Development: The Key Questions to Address
Step 6 Post 2: Social Media Strategy Development – Setting Objectives
Step 6 Post 1: Social Media Strategy Development – the Balanced Scorecard Approach

Step 6: Develop Action Plans for ‘Getting There’
Step 7: Channel Action Plans

Step 7: Organisation, Resource and People Aspects
A Must Read for Companies Restricting Staff Access to Social Media

Step 8: Implement the Strategy
Step 7: Channel Action Plans

Step 9: Monitor and Evaluate Performance
Social Media KPIs
Step 3: Key Performance Indicators Post 2
Step 3: Key Performance Indicators Post 1

Step 10: Progress from Social Media Marketing to become a ‘Social Business’
Should All Your Staff be Engaged in Social Media?
Time to Make Social the Lifeblood of your Organisation

Related Posts

2 Comments

  1. Federico Smanio
    January 13, 2012 at 2:45 pm - Reply

    Looking forward to your Online Social Programme!

  2. From Social Media to Social Business (with apologies*) | Energise 2-0
    June 6, 2012 at 8:59 pm - Reply

    […] However, as argued in a previous post, most remain at an experimental/testing the water stage of social media maturity. Many view social media as another broadcasting channel for talking AT rather than WITH customers. Very few organisations have developed an integrated and coordinated Social Media Strategy fully aligned with and supportive of core business goals and objectives – see The State of Social Media Marketing (Part 2). […]

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