Social Media + Marketing = It’s not just another micro website campaign
Marketing has found a new way to go faster using the Internet. Digital Marketing as some say, or M@rketing as I prefer to define it. Because what’s changed isn’t that much than a change from a “a” to a “@”. Why? Direct marketing is still the same, only using faster way to hit consumers. Consumer relationship management has not changed. We still get in our mails and emails the same informations. And other parts of the marketing haven’t been deeply transformed by the Internet. Basically that’s not a trouble. If we’re interested in it, we just have the message faster. And if not willing to receive marketing content, we can also switch as fast as it comes into our inboxes (or unsubscribe most part of the time in one click). But you marketers, just don’t think Social media marketing is just another buzzword for micro website campaigns. That would only put you in front of some trouble in front of your boss and consumers.
Social media marketing requires material that is ready to share, and an idea that is also easy to share. Why? simply because social media is about sharing (the term social media isn’t that easy to catch up, have a look at the Wikipedia definition of social media for more precise info). Micro websites are online flyers. You see the difference now. The first is meant to spread over the world and the second is meant to stop its run in the nearest trash (if not on the pavement) because it has to make people remember your brand or the event you’re marketing. Jeremiah Owyang is referencing some interesting “social media marketing campaigns”, that are most of the time “micro website campaigns” likes.
You want to do real social media marketing campaigns? think about how you can insert your brand image or culture into a ready to share content. Think of how your idea can generate a community of interest around you and your idea. Think of how consumers would share it with others, for what purpose, and for what benefit. Don’t think about how they can enter you CRM program or go buy your stuff right after watching your campaing, that’s just not the point.The point is about how you can make people love your brand and share it with others. And then you can send them invitation for anything you want (the objective of social media marketing is to sell, don’t misunderstand me).
Social media marketing and micro website campaigns are two different pathes to business. Social Media is about making people enjoy your brand and then sell, and micro website campaings is about tell a story and sell. Apple and Starbucks have walked the first path, Microsoft and Coca Cola the other. But Microsoft and Coca Cola aren’t that young companies and would have to follow the first path soon. What would you do?
