Le marketing des médias sociaux échoue

Burger King

Jonathan Salem BaskinL'année dernière, j'ai écrit un article en réponse à Jonathan Salem Baskin, s'opposant à son idée que Social Media pourrait être dangereux pour les entreprises. (Je suis en fait d'accord avec lui sur de nombreux points).

Cette fois - à mon avis - M. Baskin l'a bien compris. Chaque entreprise a été sauter dans le train des médias sociaux, augmentant les dépenses de marketing dans ce domaine, mais rares sont ceux qui voient les rendements espérés.

Burger King a rencontré quelques directeurs marketing et a licencié l'agence Crispin Porter & Bogusky après avoir produit des campagnes Facebook et des vidéos virales qui ont attiré beaucoup d'attention alors que l'entreprise a connu six trimestres consécutifs de baisse des ventes. via AdAge

Lors de conférences et avec des collègues, je les ai mis au défi à de nombreuses reprises de me fournir des preuves irréfutables que les campagnes sur les réseaux sociaux peuvent être soigneusement conçues, planifiées et exécutées avec un attendu retour sur investissement. La clé ici est attendu… Je peux définir les attentes des campagnes d'email, de paiement par clic et d'optimisation des moteurs de recherche au fil du temps… mais jamais sur les réseaux sociaux. Nous n'avons pas encore découvert l'algorithme magique pour puiser dans la psychie sociale.

Ce n'est pas que je ne crois pas qu'il y ait VALORISONS dans les médias sociaux… je le fais. Mais je pense qu'il y a deux éléments clés pour tirer efficacement parti des médias sociaux:

  1. L'entreprise souhaitant tirer parti du social doit déjà être social! Inviter tout le monde à une conversation et ensuite ne pas répondre, se cacher ou essayer de faire tourner la réponse peut faire plus de mal que de bien. Beaucoup, sinon la totalité, des campagnes réussies sur les réseaux sociaux sur lesquelles les experts écrivent appartiennent à des entreprises qui étaient déjà sociales… avant même que les médias ne se produisent.
  2. L'entreprise souhaitant tirer parti du social doit avoir une stratégie de marketing en ligne efficace déjà en place. Autrement dit, ils devraient avoir de bons sites, des blogs solides, des pages de destination à conversion élevée, une grande autorité sur les moteurs de recherche et une stratégie de courrier électronique efficace.

Si vous essayez de tirer parti des médias sociaux avant d'utiliser efficacement, par exemple, un programme de soutien pour fermer les prospects que vous avez déjà développé une relation et qui sont abonnés à vous ... vous êtes tout simplement fou. Il est beaucoup plus facile de fermer des affaires sur des relations établies que de lancer une application sophistiquée et coûteuse sur Facebook et d'attendre une meilleure réponse et un meilleur retour sur investissement! (Les poulets en duel n'ont pas aidé à vendre des hamburgers.)

Je crois que les médias sociaux sont un amplificateur. Lorsque vous souhaitez amplifier un message, vous devez d'abord avoir un message pertinent, un public auquel le distribuer et un emplacement pour les auditeurs à venir. Mettez en place toutes vos autres marques, votre marketing entrant, votre optimisation pour les moteurs de recherche et même vos blogs d'entreprise avant de commencer à dépenser de l'argent dans un programme de médias sociaux élargi!

Je ne crois pas que les médias sociaux sont parfaite en tant que stratégie marketing… Je pense simplement qu'elle a toujours été mal orientée en tant que centre d'une stratégie alors qu'elle ne devrait pas l'être.

16 Commentaires

  1. 1

    Douglas, I couldn’t agree more with your deeper analysis. “The message is the (still) the message” irrespective of medium, right?

    Jonathan

    • 2

      Somewhat, Jonathan… I do think each medium has intent associated with them and requires the message be crafted to target that recipient. For example, a search for ‘buy remanufactured iPad’ should land where the person can immediately make a purchase… but the message for a Facebook Ad may be ‘iPads remanufactured with warranty’. The intent of the search is to buy, the intent of the Ad is to garnish some unexpected attention.

      Great article! I’ve been waiting for someone with a bully pulpit to begin taking some swings at all these jokers out there selling ‘engagement’. 🙂 It seems when the unemployment is high, we’re saturated with marketing consultants. And when they fail as marketing consultants, we’ve provided this new thing called a ‘social media consultant’.

    • 3

      Somewhat, Jonathan… I do think each medium has intent associated with them and requires the message be crafted to target that recipient. For example, a search for ‘buy remanufactured iPad’ should land where the person can immediately make a purchase… but the message for a Facebook Ad may be ‘iPads remanufactured with warranty’. The intent of the search is to buy, the intent of the Ad is to garnish some unexpected attention.

      Great article! I’ve been waiting for someone with a bully pulpit to begin taking some swings at all these jokers out there selling ‘engagement’. 🙂 It seems when the unemployment is high, we’re saturated with marketing consultants. And when they fail as marketing consultants, we’ve provided this new thing called a ‘social media consultant’.

  2. 4

    Doug,

    I have been searching for that word… amplifier. That nails it. Social media budgets should not go overboard and there should be objectives that are meaningful, but the computation of ROI is dubious at best. I don’t think of social media as a selling platform and provably companies that try that find little return and little engagement. Companies that go into their space knowing their market and talking about their markets issues and attaining “thought leadership” etc… develop meaningful brand awareness that occasionally can be leveraged for sales but more than likely just affects them at decision time.

    An example would be shoe companies if you follow Toms shoes on Twitter and also Nike shoes you might see Nike post about an Air Jordan comeback shoe for just $100 a pair and you might also see Toms Shoes post about the difference a pair of shoes can make in a childs life and how they are working with the goal of putting a shoe on every pair of feet on the planet. When you go to the shoe store and see Toms Shoes next to the Air Jordan comeback which conversation is most likely to come to mind? My money is on the seemingly selfless conversation about how you can help meet someones basic needs is going to make a more lasting impression than the conversation about $100 making you feel like a teenager again.

    Just my 2¢

    Karl

  3. 5

    Very well articulated Douglas, and right on the mark for so many companies.
    Your piece wonderfully articulates the ongoing need for integration of a firms marketing activities across a number of fronts. For the internet in particular, I really like the potential automated marketing systems like Hubspot offer, as they touch on all the points you mentioned.

  4. 6

    It’s also important to engage the audience on a more personal level, which may be hard for larger companies to do. How do you create relationships with millions of potential clients? How do you attach them to your product rather than your competitors, if the only thing that sets you apart from each other is price? Personality, and relationships. Big companies could be “past” or “above” social media with the exception of utilizing their social networks for polls, and releasing special savings deals. Just my .02

  5. 7

    It’s also important to engage the audience on a more personal level, which may be hard for larger companies to do. How do you create relationships with millions of potential clients? How do you attach them to your product rather than your competitors, if the only thing that sets you apart from each other is price? Personality, and relationships. Big companies could be “past” or “above” social media with the exception of utilizing their social networks for polls, and releasing special savings deals. Just my .02

  6. 8

    Dear Mr. Karr,

    This is spoken from someone that has done how many social campaign initiatives? I wonder. I’m not going to praise you for jumping on the anti-social media bandwagon. All your co-horts can find whatever meaning in this that they will but I think you’re doing what the general populous does and seeing what you want to see. While yes social media does galvanize bad press: http://bit.ly/bad-press – that’s simply function of a tool keeping you honest.

    Yes, to be sure that social media is a powerful tool than can backfire. And yes, you’ve sited enough self-protection points to not be fully committed to your point. But this blanket statement is nothing more than panic fire.

    Leveraging ones social graph is still in every way new to advertisers and traditional marketers. They understand PUSH, BIG, NOW, SALE, FREE, DANCE! And it’s not simply “engaging in conversation” it’s understanding community, participation and natural brand brand lift through consistency of messaging.

    I agree there have been failures. But certainly now more or less deployed across traditional mediums. Oh and BTW, it’s “Subservient Chicken” not dueling chickens and if you’re still talking about it – than it worked.

    Respectueusement,

    JusticeMitchell.com

    • 9

      Salut la justice,

      Currently, all of our clients have social engagement as part of their overall strategy. As well, it’s an important part of my online marketing strategy as well. I’m not ‘jumping on a bandwagon’. Talented marketers who have to get results for their clients don’t ‘jump’. We figure out how to properly leverage a medium rather than abandoning working practices because Wired or Inc point to the ‘next big thing’.

      And Subservient Chicken was an epic fail – a great example of poor marketing. Attracting big numbers of an irrelevant audience is NOT what a marketer should be after.

      Doug

      • 10

        This is a practical response, but is not reflective in your original document. And I also agree with your assessment that we leverage the medium(s). Kenneth Cole, Groupon, Red Cross, Ford and every successful brand that has ever ventured into social has had to confidently face adversity quicker than ever before in RT. But you’re right there is no “magic algorithm” nor will there ever be a way to predetermine the any given demo’s reaction to a integrated campaign and hope to cut them off at negative pass (as it were) with social media.

        So ‘why is social marketing failing’?

        Subservient Chicken:
        15 million hits the first 5 days
        7,000,000 broadcast impressions
        450 millions de visites

        Man I wish I could do as poorly as that. Playa’s gotta hate!

        Best ~

        • 11
  7. 12

    If social marketing is failing you or is not actually helping you, then at least look for something that will replace social media. Look for automated systems that can help you out in your marketing strategy, Just like what I have found in advancedwebads. the service provides unlimited banner impressions and clicks.

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