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Putting the fun back in marketing
Here’s the good news, marketing is fun again. Here’s the bad news, everyone is trying to ruin it with pesky measurements. No, not all measurement is pesky, but the peskiest are those measurements that marketers apply to social marketing that don’t capture the potential, and the genius, of social networking.
Check out this chart from a Marketing Sherpa:
This chart is the result of a survey just published, and I think it shows something important, if not obvious. That is, if you are looking to drive leads through your social marketing efforts you will be less satisfied and less successful in reporting your results up your command chain. What you’re looking for is momentum, chatter, buzz and interest.
Three things to keep in mind:
- Social marketing is going back to branding basics. It’s Don Draper all over again! Ok, maybe not that good, but it’s an opportunity to again measure ourselves on quality of commentary and sentiment, rather than purely the number of leads driven in the door.
- Context is king. It’s time to get savvy again and think about how your message and your point of view fit into the context of what is happening in the industry and the world today. It’s not about shoving your POV out; it’s fitting your POV in so that your relevance is irresistible.
- It’s a new/old bucket. This is why many of us got into the business in the first place. This is where passion and intuition more than pay off, they are necessary. And while your sales force and CEO are still going to look for leads, they cannot deny the power of momentum when a sizeable population is talking about their company.
To view the Marketing Sherpa piece click here