Social Media Marketing – Part II

Observations of the redoubtable Michael Hunter:

1.   Social Media is currently overhyped – checked blogs and articles from a year ago until today and tracked the delta – dialogue will dissipate some and then level off

2.   Social media is not going away – consolidation will take place over the next few years – winners and losers become evident – new social media environments created based on current knowledge curve

3.   Social media professionalizes – it will become the driver of much branding and marketing strategy because it’s at the front edge of the reaction/discussion and because tracking/predictive tools will become more robust

4.   Enterprise adoption wins out over project based applications over time in medium sized and large corporations – technology allows consolidation of information from multiple points of entry (customer touch points) – more and more positive ROI evidence – Compendian type products allow information to be acted upon quickly as market dynamics change

5.   Learning curve and enterprise integration give significant advantage to early adopters over the next 3 – 5 years

6.   Biggest current challenge – dedicated resources – with the exception of a few companies that “get it” – right now it’s a part time job – amatures vs professionals

Brian Patrick Cork

Filed under: Business, Change, Marketing, Strategy , Business, business trends, Change, Marketing, social media marketing, Strategy

Point: social media marketing

Michael Hunter shares the following article: Why It’s Time to Do Away with the Brand Manager with some additional notes.

Model under consideration: Social Gastronomy – www.socialgastronomy.com.

If this article is correct, and the momentum continues, it would indicate a full capitulation to social media marketing as not only an adjunct to traditional brand management and marketing but it’s ascendancy as the driver.  I think this will take less time than pundits think. This is extremely important to SG as the SG model clears the path to full enterprise adoption of social media integration.  (HWI’s Value Delivery Alignment Model.)

While B2C will lead this charge B2B will not be far behind, especially with companies whose primary customers are B2C (target marketing and segmentation).

Please also note the emphasis on number crunching and predictive analytics as a more important tool for “Brand Advocates”. I have been suggesting this for some time.

Driving social media into the “DNA” of companies and organizing around customers means full cross-functional adeptness at utilizing social media inputs in everything from spending decisions to process restructure.  People who now seem remote from the epicenter of social media marketing now must understand it’s implications especially in customer facing functions like “customer no service” and “sometimes available technical support”.  Even the billing department will have to recognize that they are part of the product because they are part of the customer experience and therefore will have to listen to the social media buzz.

Conclusion: SG’s enterprise positioning vs. social media project competitors becomes ever more differentiating.  Matt Rosenhaft’s conceptualization skills are genius, if we can further harden up the performance metrics SG will have no peer. SG University and Certification also become more prominent as the tool for driving understanding, adoption and action into non-marketing/branding functions of the business.

There are implications for Agencies as well.

By Formula13 | Atlanta, GA October 12, 2009 01:38:48 pm:

I think this is the “new normal” that companies are going to start following as they try to operate leaner. Big agencies could start feeling a bit of a pinch and the small to medium agencies will become more relevant to these big brands. Finding the best suited partner could become more difficult – similar to finding the right mix of pitchers for your bullpen.

This should provide some compelling evidence in converting opportunities currently in the SG pipeline.

Brian Patrick Cork

Filed under: Change, Marketing, Strategy , Business, Change, Marketing, social media marketing, Strategy

Decisions

It’s a bit unusual for me to offer more than one post on a given day.

It’s drizzling today.

I don’t like rain (even though Atlanta desperately needs it) unless I can run in it. Rain makes me melancholy. And, drops in barometric pressure apparently conspire with other elements to give me migraines. Also, drizzling is just so pathetic. I prefer a torrent of rain! Or, just no rain. Why else might be the point of such inclement weather other than to really piss me off because we probably can’t have soccer practice (I don’t care for Bermuda grass – and, don’t get me started there). Soccer was meant to be played under any conditions. Just not in Atlanta – or where Bermuda grass, and poor soil conditions and highly suspect roots, prevail (what an incredible metaphor for shallow things).

Such dizzying ruminations aside, I am feeling surprisingly bouyant in this late morning (even if the word bouyant is creating some consternation with me and spell check).

One of my business coaching clients, Sanders McConnell, has only just left my offices. We are both pretty excited. We had a great break through – call it an epiphany, with regards to his evolving business model. The pieces snapped into place on this overcast morning that suddenly feels so bright and full of promise.

NOTE: The inestimable PJ Bain must be running late himself today for our appointment. Possibly due to the rain. However, the extra times is allowing for this impromptu post – and, it feels great. And, I shall look forward to seeing PJ because he, himself is such a terrific example of truth and light.

I have the coolest job in the world. All I have to do is hang out with my friends all day and help them make better decisions.

God gave the world the Beautiful Game of soccer. And, He has given me experience, and discernment, and opportunities to use them for good.

Peace be to my Brothers and Sisters.

Brian Patrick Cork

Filed under: Business, Coaching, Entrepreneurs, Strategy , Business, Coaching, Entrepreneurs, Life

observations

Our business (new and sustained recruiting and business coaching) pipeline is robust.

Most of our Strategic Partners (many small and emerging service providers eg Inc. 500 and Catalyst 25) are doing fine.

Certainly the media paints a different picture.

Larger companies are laying people off. But, based on what I am hearing from leadership that I coach and recruit for, the lay-offs are viewed more as an opportunity to take advantage of fear in the marketplace and reduce COST.

Interesting to me that the average number of layoff’s per company is 6000.  That is so McKinsey!

Now leadership can reduce the work force; crack the whip – but still get remaining employees to shoulder the growing burden, and drive profits.

Mean but smart – and, the way it works.

In the next six months I think this could represent the truest economic stimulus as companies begin to report improved earnings which pumps up Wall Street.

This is where I believe wealth is grown.

So, once again, the rich get richer on the backs of the shrinking middle class and growing poor.

Laws of Natural Selection prevail.

You hear me say this daily:

“2009 will be awful for a lot of people. But, it will be great for those that can recognize and seize opportunity”.

Be part of the Solution.

Brian Patrick Cork

Filed under: Articles By Brian Cork, Business, Economy, Entrepreneurs, Strategy , economic stimulus, Economy, Jobs, Natural Selection, Wall Street