Experiment with Social Marketing Fire Without Getting Burned
Yes, opportunities presented by social technologies are exciting but the task of shifting gears (staffing, allocating budget, re-training, prioritizing tactics) is daunting for most marketers. So what can be done today? How can “believers” in social media/networking/marketing work within the confines of corporate bureaucracies and convince superiors to begin experimentation under a sense of urgency? Where is the low-hanging acquisition 2.0 fruit?
While researching this column, I decided to pose the following question to experts who are truly in the trenches:
“In the end, mass communications, ‘talk-at-them marketing’ is falling out of fashion. ‘Engage and talk-with-them marketing’ is becoming the rage… and slowly bearing fruit for some. Is traditional, interruptive marketing dying?”
I asked each colleague to respond to this (I admit) rather inflammatory question in a way that yields tips on convincing disbelievers to begin taking baby steps forward. So here’s some ammunition to take to your CEOs and CMOs…
We Aren’t In Searchville Any Longer, Toto
First, social / experiential marketing doubters must be given the chance to appreciate how the Web is radically shifting power away from them and toward customers. As a result, customers actively ignore and distrust advertising… and the marketers that push it. Think about it — how many times do we hear about the latest trend in advertising which involves disguising ads to look less like ads? In fact many believe that’s what social technologies should be used for (they call this aimless tactic that insults customers’ intelligence “branded entertainment”).
Media firms like Nielsen and Consumer Reports cite growing distrust of advertisements and marketing ploys among customers over the years. In 2007, Nielsen noted that over two-thirds of survey respondents from across the globe cited “recommendations from others” as the most helpful, trusted form of advertising. Surprised? Well, to be fair, I was lecturing in Monte Carlo last year and a search marketing entrepreneur did point out that recommendations are hardly ads (why would they be considered in the same classification as a TV, radio or Web ad?!). Point taken.
His retort was prompted by my pointing out that search engine marketing — now widely practiced by most Web marketers — is taking a hit. Nielsen says only 34 percent of customers ranked their experience with search engine ads as trustworthy, reliable. I think you can see why he stood up and said something 
Yet another study from the University of Southern California cites a growing number of people characterizing search results as unreliable and inaccurate. Only 51percent of people trust information provided by search engines, down dramatically from 62 percent in 2006. Even Almighty Google isn’t trusted by nearly half (49 percet) of people who use it. What’s the point? Customers realize that Web advertising is beyond interruptive – it’s pervasive, obstructive. Separating ads from information is a chore and people don’t like chores!
I’ll stop there and not get all Eric Clemons on you but I hope ReveNews readers will hear me out a bit.
The Low Hanging Fruit
Beyond sharing articles related to customer empowerment and pointing to competitors practicing new principles, Sam Decker recommends bringing in speakers. The CMO of customer review solution provider, Bazaarvoice also recommends marketers send negative reviews/blog posts to customer service — making them both accountable and actionable!
“Create ‘lunch and learn’ sessions with management to show them social networking tools, and show how people are talking about your products online already,” says Decker who cut his social marketing teeth at Dell Inc.
“The low hanging fruit is to bring user-generated content (UGC) into your site, right next to your brand. This could be reviews, community Q&A, stories, polls or other forms of UGC.”
Decker gives three reasons to do this:
- Customers put more trust in brands when they invite real customers to talk openly in their midst.
- UGC meets the needs of visitors are already coming to your site. Visitors seeking product information, reviews and answers from customers who have experienced your products are more relevant and credible than marketing copy.
- By bringing “customer voice” into your site, you raise the visibility and impact of this strategy to cross-functional teams and senior management.
Decker says while others in the company know word-of-mouth is occurring on the Web putting it on your site raises the cultural awareness of the “customer voice.”
I took time out to interview Sam at a conference recently and will be publishing that interview soon… stay tuned. In days ahead, I’ll also be back with more from Sam, comments from automotive lead generation expert Joe Loll of RockMeJoe, ReveNews founder Brian Clark of GMD Studios and Studio Moderna’s Rok Hrastnik — who takes serious issue with my suggesting that interruptive advertising is unwanted let along dying on the vine.
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