We are now meeting with dozens of prospective clients and we are seeing a pretty wide range of approaches being taken when it comes to Social Media. Many companies feel somewhat behind and they are tryin to "catch up" by throwing up fan-pages, twitter accounts and Youtube channels hoping that something positive will happen. We also see some companies starting to “listen” online by using online tools like SocialSense and Radian6. That’s good. Online listening should be one of the first Discovery steps when planning your Social Business Strategy. Overall though, one theme stands out more than any other: companies are applying social media without a solid plan for doing so. Even those companies listening online aren't sure what to do next. Here is a sample of what we see every day:

• Facebook pages that are virtual islands with no integration to other marketing efforts and no links into or out of the pages.
• Youtube videos shot by high-end ad agencies (that’s expensive) with no more than 40 or 50 views over 6  months.
• Companies with fan-pages for every sub-brand, but with no plans to moderate them and no forethought on how to handle an irate comment.
• Twitter accounts launched without a full understanding of the range of tools available, without knowledge of how to drive a relevant follower-ship, without a hash-tag plan, and/or without understanding how to really leverage this channel to reach consumers.
• Solid product reviews on sites like ePinions, Yelp, InsiderPages, ViewPoints, and MerchantCircle that are not being pulled into the parent website, fan-page or other web property.

This is standard fare out there. However, it does not (should not) have to be that way. Our last few posts resonate with one theme: social media should be integrated with your other marketing efforts. Our Strategic Framework for Applied Social Media illustrates how social media has taken its place in all phases of consumer engagement: awareness, relevance, conversion, involvement and ongoing engagement. Offline marketing, online/web marketing, social and ecommerce all come together here. An integrated approach simply garners the best results. Interactive Marketing has matured to the point that it has its own department in some larger organizations. Perhaps the word “integrated” should be substituted for “interactive” – it is a more powerful concept.

Another way of thinking about integrated marketing is to think about connections. Here, we mean connections that consumers perceive among your marketing efforts.

• ATTRACT prospective buyers and make them aware of your products or services.
• INFLUENCE the prospective buyer by using both search and social to establish relevancy for your product or service.
• ENGAGE your prospective buyer by directing them to the appropriate channel for conversion including the possibility to transacting in their desired media.
• RECRUIT new customers to get involved with your product, service, company and brand. Encourage ongoing engagement by inviting them to join your own community or relevant social venue.

To illustrate this point, we’ve tipped our Strategic Framework on its side.

In this model, you can see how all of the consumer touch-points across the social web come together around your product or service, from the initial search or word-of-mouth reference to the satisfied customer advocate.

At the beginning of this cycle, a consumer becomes aware of your product or service. They may have been struck by a need and then gone online in search for a solution. Or your may have worked to ATTRACT them. Yes, you can drive awareness by using both search and social to attract prospects. They might have been prompted by any number of stimuli including an offline ad, a radio spot, a TV commercial, a press release, a referral from a friend, or a host of other motivators in a range of appropriate venues.  A well-integrated plan begins with these earliest stimuli in mind. A product, its genre and targeted key-words are strongly correlated from the very beginning. The connection is planned from the start. Now when your audience moves online, the initial behavior is biased –they will be searching with a specific genre or terminology in mind. Those companies with savvy SEO and SEM execution will affect their product being presented near the top of the search results.

From this point onward, a prospective customer will be comparing the results of their search. Your product’s relevancy is established through combinations of ratings, reviews, blogs, discussion forums, and other user-generated content (UGC). They may also consult their “social graph” meaning the fans, friends and followers across their own networks. This is what we refer to as Social Commerce: using your social graph to INFLUENCE your buying decision.

To help perpetuate the cycle, one more connection is made. RECRUIT new customers by asking them to join a community, fan page or other venue and submit a product review when they are ready. These product reviews are an important step toward getting your new customers involved, but they also represent fresh content that will influence the purchase of other prospective buyers. In time, some of these customers may become advocates for your brand, lauding its attributes, products and innovation. Consumer advocacy is a much sought after aspect of the social web and an entire science is springing up around Social Influence Marketing. Mining for this information and elevating it through social venues sways future customers. This is what we mean by “connected”. Now we are back to online listening and making sure that all of this is working as planned – and this is making more sense.

I’ll close this post by pointing out one remaining aspect of this model: measure and refine. Social Media has made it easier to measure online consumer behavior. This allows us to create models that connect both conversations and activity on the web to business results. The right data can be collected and analyzed to provide insights on the value of your content as well as your products and brand. Consumer behavior is monitored and refinements are made throughout the cycle. This helps to get prospective buyers the right information at the right time to speed the process along. It also helps determine which venues and user-generated content are the most relevant toward affecting that transaction.

Social Media can be a powerful accelerator when properly integrated with the rest of your marketing efforts. Think about Connected Social Campaigns^SM as the outcome of a well orchestrated Integrated Marketing Strategy.

Paul Stillmank - 7Summits

The recently published Strategic Framework for Applied Social Media serves as an excellent back-drop for discussing our Marketing Imperative: “creating awareness, growing sales and taking market share.”  We presupposed in our earlier discussion that some definite value levers supporting marketing can be positively affected through the use of Social Media:

• Improving the efficiency of creating brand awareness & customer attraction
• Gathering insightful, segmented market intelligence
• Quickly identifying market trends
• Multiplying the effectiveness of campaigns
• Building brand-centered community to increasing customer loyalty

We’ll be talking about these on and off here and ultimately starting a discussion for each business imperative elsewhere on this site.

Let’s take the first value driver for Marketing.

Improving the efficiency of creating brand awareness & customer attraction.

The most expensive aspect of marketing is acquiring and re-activating customers. This means gaining awareness and providing relevancy to affect a sale or conversion. Social Media venues are gathering places for a targeted purpose, allowing companies to take their brands where it makes the most sense. This lets companies more efficiently reach the demographics that best fit their product, service, or need. The location of a company's content has become just as important as the content itself. Traditional models are too focused on broadcasting brand promises where the message is not wanted or heard. Integrating a corporate blog to social media sites where the content is relevant, however, creates a rich brand experience.

SEO and SEM techniques are now complemented by the fact that search engines also read social media. These sites are updated frequently by users, often affecting the conversations that a company participates in being picked up and transmitted to the search engines more effectively. This paves the way for a host of solutions that leverage social media to drive awareness. Unfortunately, there is a temptation to apply traditional marketing measures like cost-per-click to rationalize the effectiveness of social media campaigns. Cost-per-click (CPC) is the amount an advertiser pays each time a user clicks on their advertisement. Google AdWords has a pricing system based on clicks. Even though early research results imply a better CPC return for social media, I have to completely disagree with the premise here.  There can be little debate that the cost-per-click for social campaigns is a less relevant measure. PageOne PR recently published some comparative CPC results that further confuse this point:

      Excerpt taken from PageOne Public Relations at

Limiting social media to traditional measures reduces its context from being truly social. As the social context develops, relevant measures, and the way they relate to Sales & Marketing, will become evident. Think of things like the number of times someone tagged, commented, favorited, or embedded information about your company, brand, product or service. What about the number of fans, followers, and friends? What about the number of discussions that they are participating in? These are better measurements for the social context. These are truer indicators of the quality of awareness that companies are seeking. Relevancy now becomes implicit. If we can devise social campaigns that trigger these behaviors, then we will be well on our way to driving awareness from the audience we are targeting, reaching them in a more efficient manner and converting more like-minded peers.

I'll close with this. The majority of marketing executives now recognize many benefits of using Social Media. 

So collectively, we are seeing results. We know that Social Media has made it less expensive (and easier) to reach consumers. We know that we can now use Social Media to tailor messaging across a range of consumer groups, venues, and advertising channels. We just aren't completely tuned in yet to the measurements that are the new indicators of success. We mentioned some here and we'll continue to explore this topic in future posts.

Paul Stillmank

7Summits