We don’t do marketing with social media - social media is what caused the marketing game to change
More and more people in the marketing space are starting to talk about doing marketing with social media, or leveraging social media in their marketing efforts, or better yet, and especially coming from the PR front, monitoring the social media space in addition to the traditional channels.
For some reason that started bothering me. And it should bother you too.
Unlike email, which was a new channel of communication with customers, social media is not a new channel. Social media is what transformed the rules of marketing. By providing a platform of participation to your employees, customers and prospects, social media has changed the fundamental pillars of the marketing game. Not only have the rules of game changed, so have the players, the scope, the tactics and the added values - to use the game theory elements of the game.
So marketing has become a new game because of social media. It is not just a new channel to reach and interact with customers. Not realizing that distinction will result in companies not being able to achieve their business objectives. And those objectives have not changed - and were best described by the late Peter Drucker when he said: “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
So the end goal of marketing has not changed - it still is to create a customer. It is everything in between to get to that goal that has changed! And you will not get there by monitoring the new social media channel. The only way you will get there is if you understand the new rules, the new players and all the other elements of the marketing game.
[6/20 update] I actually expanded on the topic on the Marketing 2.0 blog
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June 18th, 2008 at 9:04 am
This is a great piece on the importance of understanding the role of social marketing. I have seen many times how social marketing is give lip service by advertising and marketing agencies, but few actually understand how to use it to achieve marketing goals.
Even in this age of “new” marketing, Drucker’s words still ring true.
Best Wishes,
Dan Durazo
http://www.dandurazo.com
June 18th, 2008 at 9:39 am
Fully agree.
I also think social media has changed the game of online sales and the boundaries between sales and marketing. Don’t you ?
Monitoring is clearly a very poor and defensive tactic in the new game !
June 18th, 2008 at 11:38 am
Francois,
Great post. It’s funny because I’ve had this conversation a number of times with people i.e. social media is not a channel - it’s 1) a corporate culture and 2) a new way to create richer conversations with your customers, employees, investors and partners because you’re giving them a voice for the first time ever.
With that said, if you do social media right, it absolutely benefits marketing. The biggest impacts in my mind are through:
1) better innovation (one of Drucker’s focal points)
2) deeper loyalty
3) greater word of mouth activity - something P&G has seen a lot of in their use of social media to help get the word out around new products.
Best,
Aaron | @astrout
June 19th, 2008 at 1:38 am
Hi Francois. I’m not sure your trackback is working. I posted a reply on my blog with a trackback to your site, but it’s not appearing. While I agree with the general thrust of what you’re saying, I disagree with the specifics. I’d love to hear your thoughts.
http://scribb.typepad.com/marketonomy/2008/06/we-dont-do-mark.html
June 19th, 2008 at 5:45 am
Chris - I am not sure why my trackbacks are not working. I will check into that. Besides you post, Max Kalehoff also posted a reply on his site:
http://www.attentionmax.com/blog/2008/06/social_media_is_what_caused_the_marketing_game_to_change.php
Also Gopal Chenoy did here:
http://productmanagementtips.com/2008/06/18/socialmediaanmarketing/
And so did my friend and partner Lois Kelly:
http://blog.foghound.com/270/
June 22nd, 2008 at 11:33 pm
You are right it is not a channel. It is a catalyst and we should be facilitating our consumers desires. Your brand can be “Socialista” (social ready) with a big idea that will inspire people’s brand love. Brand passion will fuel velocity and volume every time they choose or buy your product or service. Read more at http://joannapenabickley.typepad.com/on/2008/06/on-being-social.html
June 25th, 2008 at 10:00 am
I agree Social Media is changing the way all marketers should think about marketing strategies. It definitely has for me. Although I would have to disagree on your point “you will not get there by monitoring the new social media channel.” While it’s certainly not the only thing you want to do monitoring online conversation about your product is a very powerful, free, real time way to get feedback about your product or service. In addition, there are examples of companies that offer great customer service by responding to customer concerns and questions posted on social media channels. Marketing is about delivering your product message to your customers in timely, relevant and transparent ways. Monitoring social media is a very effective way to accomplish this. Your customers are talking whether you chose to listen or not.
June 25th, 2008 at 11:33 pm
This points to reason why nobody was able to make much money out of social networks. Social media is a community builder rather than a marketing channel (like Search) that a company can invest marketing dollars.
June 27th, 2008 at 11:07 am
business internet marketing online…
That is all very interesting, but I’m still not totally on board with this….
June 28th, 2008 at 11:56 pm
Francois great post. Could it be that your point re: “monitoring” is that “if that’s all you do,” - monitor without engagement - you’ll be losing out on potential and increased opportunity to build rapport with your audience? If so, that makes sense, monitoring is a great way to gather intelligence…especially if you’re like me always in need of more…
July 1st, 2008 at 9:39 am
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