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Complexity Models in Social Marketing (Part deux)
“Social media is maturing and being widely adopted by companies everywhere – many are still not prepared for it.”
In the last post, the aspects that create complexity in social marketing were presented and in this post we look at how to evaluate them.
Aside from the mis-steps in content itself (witness the faux pas of many major brands, ranging from JetBlue, Wal-Mart and GMC and countless smaller organizations) there is, to me, an obvious challenge in identifying the layers of complexity. This post will explore the complexity relating to organizational readiness and how to understand what you’re up against before you even begin.
Complexity in Social Marketing Content for the Enterprise
I read a recent study that was titled ‘Enterprise Content Management’ because I’ve been thinking about the complexities inherent in the world of social marketing for the corporate and large enterprise and I was hoping they had some insight to the kinds of issues I’ve been seeing – short answer is they did not, at least in this report, and not along the lines I’ve been thinking. They did look at a dozen odd vendors, put them in a 4-quadrant rating and declared who exhibited the best vision and execution around what is defined as Enterprise Content, but they left out what I’m seeing as enterprise ‘social marketing content’ management. In this post I introduce the issues at work and in the next few posts show how to anticipate complexities.
Creating Traffic with Online Contests
Equating a successful social media presence to a well-planned cocktail party is a common comparison. When plotting a strategy consider a variety of techniques based around the cocktail party model.
One of those tactics is a drawing or door-prize that uses a contest model. The conversation on how to develop an online contest has come often enough and over the holiday break, I took the time to use my favorite ideation tool to develop a model.
There are two legs to this model – one is low ‘hard cost’ and just requires a good deal of manual labor to implement, monitor and manage. The second leg assumes most all of what is in the first, but allows for a more robust implementation assuming a funded budget for custom programming and monitoring tools.
What would be the results of this kind of a campaign?
- Increased awareness of the brand / message
- Increased followers / fans
- Some combination of the two
How would you determine the ROI of the effort? Begin with tracking the initial investments and setting the baseline of what’s happening now. Establish what a success looks like and monitor measure and readjust as needed.
There are probably a few more aspect than I have considered here though – what would you add?
The model used MindManager from Mindjet to create the Mind Map of the Online Contest Model. Make sure you are current with Adobe Acrobat8 and Flash9 installed and this mind map & player should work (MindJet requirements). Mac users may have issues – contact me to send you the MindMap itself if you have the Mac version of MindManager.
FCC Disclaimer – TSMB Media is a registered reseller of Mindjets Mind Manager products and receives no remuneration / compensation
A Paradigm of Social Capital – Adopting Social Media in Our Culture
“…As I have said many times, it does not matter what you call the dog, as long as it brings back the bone.
I do agree with you about that boardroom conversation though.
That is the difficulty in obtaining the revolutionary changes required to cope with broadband empowered individuals. You need memetic branding to survive.”
Originally posted as a comment by Michael Cayley on StevenGroves.com using Disqus.
I LOVE the SCVA dog! Then again, I’m a fan of the Wizard of Oz story anyway.
The name of the dog however is not a trivial matter. The dogs name in our discussion here is a metaphor for the concept of how we describe the development of respect and status in a social media setting.
We’re a society that counts on the semantics to understand the conversation, so we may participate in it. Whuffies is a great term, I like it as a rule, but to use it to refer to the reputation we manage & maintain, how will we involve those who feel a need to connect with the old to make a break though to the new? Only a brilliant few can make a clean break with the old and move to the new without hesitation.
Social media is changing how we connect to one another, it is changing how we interact and, for business, how we draw customers and stakeholders to us. Pull is the new paradigm, not the beat-you-over-the-head-and-interrupt-you push model of old – social media is the underlying model that pull marketing requires.
So when we’re in the middle of changing one part of the equation, should we try to change all the parts at once? The conversation HAS to be framed in a context that the audience requires and can connect to or else we lose them and the progress that could be made is lost.
Social Capital or Wuffie… let’s not scare off the natives…
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