Social Media - Put Your Marketers Hat On! - Blog Week 8

Whilst writing a digital communications blog, let’s not lie, social media is going to crop up a few times. And here goes again. This week let’s take a broader look at social media strategies and a few more industry examples of how to really immerse your brand in a social media campaign. So much has changed in the world of social media even since my 1^st blog back in February!

What I want to argue in this blog is the idea that a social media campaign needs traditional marketing theory behind it. Many social media campaigns as I have expressed in previous blogs, don’t have a real strategy, however I think some campaigns go further than this and not only don’t have a particular strategy behind it, but don’t apply basic marketing common sense as well as remembering social media isn’t just a gimmick, it should lead to sales.

[1]

[2]

The above images outline demographic information about Facebook and Twitter users and acts as a great indicator of whether or not you are actually appealing to your key demographic. When looking closely at this information Facebook is clearly dominated by a younger demographic, 40% of users aged between, 13-25.  Only 7% of users are aged over 55, combine this fact with the statistic that only 40% of users follow a brand, and just 51% of those users actually will purchase this brand, the fact that SAGA Life Insurance (Specialising in over 50’s) has a Facebook page, seems rather pointless in simple terms.

• It does not appeal to their key demographic. (Do over 50’s really scour Facebook for their life insurance policy?)
• It does not fit in with their media strategy
• It takes time to create, monitor and interact individuals with properly

There is no evidence of marketing common sense, theory or strategy here. It’s something we can definitely learn from. Something I recall from a recent guest lecture from Daryl Wilcox, is that he pointed out how useful it is for companies to play around with social media. Ok, I agree, but in the right context, and does it always have to go live? For example did SAGA really need to play around with social media? In my opinion, no. Granted he is talking in generalities but I believe social networking can be damaging to a brand, if it doesn’t fit in with brand strategies.

So how do we go about it effectively, incorporating basic marketing principles, being ethical, responsible and at the end of the day, be profitable.  The example of coca cola is one which incorporates all of these. With over a quarter of a million followers on twitter and a staggering 25 million likes on Facebook, and an impressive 20 million YouTube upload views. They aren’t only incredibly popular they are effective.

The video [3], explains their “Online Social Media Principles”, (For more details visit: http://www.thecoca-colacompany.com/socialmedia/) . 

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These principles (Below)

·         LEADERSHIP : The courage to shape a better future;

·         COLLABORATION : Leveraging our collective genius;

·         INTEGRITY : Being real;

·         ACCOUNTABILITY : Recognizing that if it is to be, it's up to me;

·         PASSION : Showing commitment in heart and mind;

·         DIVERSITY : Being as inclusive as our brands; and

·         QUALITY : Ensuring what we do, we do well.

outline how they want their associates to act online, personally and on behalf of the company. In more detail, they explain the need to be transparent in all of their social media actions, something which is vital in gaining trust online. They encourage their employees to be part of the social media campaign, immersing the company in it, whilst sustaining a manageable and realistic budget. The fact that they make sure the employees who are part of the campaign are responsible personally as well on behalf of the company shows they go the extra mile.

Coca Cola put most of their time into Facebook, when analysing our demographic statistics, this makes a lot of sense, especially due to the young nature of users, evidence that they are identifying their target market, an insanely key marketing principle. They facilitate discussion about their products, brand and user experiences, making sure that it’s not all discussion around marketing concepts but actual product uses. Making sure that social media leads to purchase and loyalty. Once again at the end of the day if social media, just means followers and likes and isn’t resulting in sales, then it’s of little use.  This can been seen in Coca Cola’s rivals Pepsi, who spent over half of their branding budget on social media, shunning traditional media, as at first it seemed hugely successful, with a great response to their “Fresh Project”, using social media to facilitate the suggestions of consumers as to which charities and causes Pepsi should donate money to. Despite the incredible response Pepsi sales slipped. Some argue this is due to social media just not being as effective as traditional media in increasing sales. However I feel Pepsi removed themselves too far from their product, unlike Coca Cola.


Top Tweeter: @paddypower - A slightly different way of handling part of your social media strategy, from the owner of the company himself. Funny, interesting and most importantly has sales in mind at all times.


Reccomended Read: http://www.bnet.com/blog/advertising-business/how-pepsi-lost-its-facebook-war-with-coke/8254 Pepsi not doing so well. Quite interesting figures too.

[1] Facebook Graph. via Marketing Week. Available from: http://www.marketingweek.co.uk/blogs/lara-oreilly/facebook-and-twitter-demographics-explain-marketers%E2%80%99-social-media-demand/3025477.article

[2] Facebook Graph. via Marketing Week. Available from: http://www.marketingweek.co.uk/blogs/lara-oreilly/facebook-and-twitter-demographics-explain-marketers%E2%80%99-social-media-demand/3025477.article

[3] Andy Sernovitz Interview: Coke's New Social Media Policy. via sernovitz. Available from: http://www.youtube.com/watch?v=G6R161hDAH4&feature=player_embedded