Media Fewer, More Processes
In the discussion about social media, it always went to change. For the marketing departments that meant the most, a few new things to do and make a couple of old a little different. Now, however, peels out that the strategy of small changes is not enough. With the evolution of social media, companies must change itself – and stronger than they imagined the past.
The stagnation in which the small social media change has led, is palpable, especially in three places:
1) ROI – Reign of Incertitude
Since there are social media, the question is after the ROI in the room. Recently published studies by Forrester and Econsultancy show that many European companies today have no satisfactory answer as to how they measure their success:
The decision, which is measuring correctly, is in most company’s top priority. But almost 4 out of 5 marketing executives are dissatisfied with the level reached.
Mission accomplished? The uncertainty about the actual achievement is widespread – in up to one third of marketers.
Far too often, not being measured, what is really important. Top goals are always the impact on brand perception or the actual value of web traffic to the company. But usually only be counted interactions, easy access numbers or fans.
The data show how the pragmatic business at trade fairs are – and how idealistic in the objectives.
After all, who wants to improve business objectives such as brand awareness or marketing on Twitter, Facebook & Co. does not come very far with the enumeration of followers and likes. There will be leaders who are content, but really needed are complex, multiple surveys and the integration of measures, environmental factors and measurements of various indicators in an overall view. So the data from the print campaign, about the effect of the newly introduced packaging, the performance of the sales staff or the declining attractiveness of competing products. If all the relevant data layers are superimposed, perhaps can be detected the relationships with social media activities. This is work.
Incorrect measurements hinder the development of social business, which can be well seen in the observed Forrester stagnation of European social media budgets. But vice versa, and beyond the effort and the fixation on absolute control involves a risk: namely, that the view is lost it can really afford what value contribution of social media.
2) Marketing is not one of the core competencies of social media
Users of the popular business network at Facebook give a long list of blunders on record, tap again and again in the brands from their perspective. Many fans draw conclusions, according to surveys by half Unlike or even 81 percent if we also blocking of messages should include the company’s own news feed.
There are also otherwise investigations , but indisputably probably well that being a fan is a passive affair. Even with a large membership sites, the proportion of active fans moved only between 0.001 and 0.005 percent .
Activating effect of all contests and promotions. They are shown to give the top expectations of Facebook fans held companies. Companies, however, find challenging questions for the next bargains and animated discussions about conditions of participation rather sobering.
In short, with approaches from the good old marketing on social media are difficult to obtain flowerpots.
3) advertising in the digital age is a stone-age concept
Meanwhile, the barriers to marketing success on social networks are also technically higher. Facebook goes forward again once by forcing advertising companies to take better account of the user interests.
Through automated targeting Facebook makes more and more companies activities that users are not interested seen hanging in digital filters. Interaction is the measure of all things, and most recently also brought the new newsfeed more Comments and Likes – at the cost of mere Views.
Passive eavesdropping undervalue emphasize interaction: Such a configuration must zoom the challenge for companies, given the small proportion of active fans on Facebook brand pages. In addition, it is no longer just about the interactions between brand and fans, but the among the fans. Because if, for example, a Facebook user Sneakers advertising ever see depends now depend on how he and his friends have previously exchanged sneakers.
It will therefore be a matter for companies to increase brand-related interaction among peer groups in the target groups. The traditional concept of advertising has little to do, and some advertisers dawns that the task of the future may no longer exists in the launching of campaigns, but in initiating movements.
Less Media, more Processes
But back to the present, away from the edge competencies, away from all-or-nothing objectives. What can social media now and really afford for companies here what they are? Let us not obstruct the view of the word “media”.
On the top of the hype saw many social media as a mission and not as the vehicle that they actually are. From this time stirs the imagination, social media could heave brands out of the mud. But it is simply wrong to make social media solely responsible for business objectives such as brand value or sales.
Social media are at their best when they catch an existing need for exchange with or an interest group. The strength of social media is its ability to enhance the interaction digitally.
Companies must ask themselves as First: With whom I will replace me – Customer, Partner, multipliers, investors …? What is the actual mutual need for this exchange? And what results I want or wish for the other?
Better than the exchange with the company works sometimes within a peer community – if the conditions are right. One can learn that the clear separation of the goals of the company of which the Community is particularly important here. There are examples of shopping communities beyond Facebook, which show that the direct path is not necessarily the way to success.
For the measurement of social media and the answer to the question of the ROI thus count only the activity followed it, and not the medium. The process perspective helps because it comes to describe this activity as closely as possible to clearly delineate and to be provided with appropriate outcomes.
Who thinks in the categories of Social Processes, reflected suddenly also on actions that go beyond content niceties. Measures that can contribute to various business functions return across the enterprise across.
For as little as social media are the solution to all problems, so little they are a new division of the company. To use the social discourse solely as a vehicle for advertising and marketing is wasted.
Social media can do much more: they are HR, market research, sales, customer service, partner management, public relations, product management. Not all at once, but a bit of everything – and even with and in online communities.
Brand Smalltalk with an uncertain outcome is the child unfocused goals. Small talk is part of life, but it is more to my private and my interest-driven. So rather to the world where people interest me. At a certain point but also the product must come into play and then count genuine offers more than non-binding pastime.
The specific preference for discounts on the Facebook client shows at least one (at least if the price was not exposed iPad): The people want your product and they want a real achievement. It’s about deeds, not words.
Logically are social media in communicating with customers more than appeasement. At best, they draw on the motivation of my target groups in order to create something new out of it.
Who would not want to use as a discount social media platform should ask yourself: What would I do in the real commercial life, if I want my customers to pack beyond Discounts? Here I am in the middle of a constructive process of thinking about my company: in a thinking in processes that go far beyond a marketing beyond that operates only campaign.
All have always stressed: Social media is not a campaign channel in the classical sense. Marketing has sometimes painfully learned to budget for the unpredictability of feedback. But it is now time to finally overcome the phantom pain that always resonates with the word media because we instinctively think of mass media.
We are at the “end of business as usual”. I like this formulation by Brian Solis and interpret them so that we still have more work to align our thinking on Social Processes.
For those who seek the dialogue on social media will respond, sooner or later, not only with beautiful words but also in deeds.
Of course, everything is somewhere communication, and here is the medial component ” content “in the game. But media content, so attractive they may be, are just the atrium of transactions. Who in future campaigns movements instead wants to can exclude as companies do not change and expect him to remain credible.
Who preaches sustainability, must also act sustainably. Even runners on social platforms is a product only in the desired direction when it hits the nerve of the customers. Who customer wants ideas for a future product needs a strategy and commitment of product management, and to use the input. And who operates a shopping community, continues to monitor closely how the users interact with their products, and he does well to use a lot of energy on the drawing of the right conclusions. The reward is in all cases, credibility, trust and continuous betterment – in other words, sustainable business.
Return on Listening
Seen in social media an organizational model with processes, outcomes and feedback that has a formative effect on the company.
Of course, companies will not happen overnight social, nor are they the in all areas. But in terms of focus can say little is just beginning more and it will be in every company tasks, in which social media can be integrated because social media can contribute to the company’s success: the proximity to key target groups and stakeholders the scaling of information dissemination, recording and visualization of conversations about products and the brand and the opportunity to listen and learn.
Listening is indeed the crown jewel of Social Processes, although he rarely a ROI thought is devoted. For the open-endedness is one of the benefits of Social Processes.
Here are answers only when previously the right questions were asked, and on which one comes through listening: the own customers, partners and other stakeholders my processes. Who has their feedback and analyzed it with courage and self-critical, is closer to knowing off what he must do. And even closer to the increase in its brand value and sales volume.