Marketing in the world of social media is about engaging your customers and non-customers. In a broad sense, it closely relates to branding, PR, sales, and customer support. In short, you have to create relevant and compelling content so that you can attract attention; no matter what kind of activities you want to engage customers with in your next steps. You want your customers to talk with you – by leaving message, posting on your blog, following your company tweets, etc.
Figure 1: Touch-point Experience across the Customer Lifecycle – Engaging
I love to write about social media and marketing but when I reviewed the outline, I see that I am sandwiched in between “Social Media and Branding/PR” and “Social Media and Sales” which is followed by “Social Media and Customer Service.”
I find myself trying to figure out how to separate marketing from branding and sales in a world of social media. It begs the question, “What is the role of marketing?” With social media, I can:
- Create buzz (branding and PR)
- Nurture a community (branding and PR)
- Offer time-sensitive discounts (direct sales)
- Answer prospect and client questions (customer support)
- Share interesting tidbits (branding and PR)
- Establish an industry personality (branding and PR)
- Promote an event (direct sales)
- and so much more.
When I started talking about web analytics as a window into the hearts and mind of the marketplace, it was the direct mail people who understood it first. They were used to years of catalog testing across different lists in different months and days of the week. Life was simple then. Advertising was meant to drive traffic to websites which were built to convert browsers into buyers. Business to business websites were built to convert browsers to qualified leads. But then things shifted.
Today, social media has put the company’s reputation well and truly into the hands of the public and this has created a struggle for the Marketing Department. Brand managers need to join the conversation out in the sociosphere. Direct sales people need to understand their impact on the company brand if they push too hard, too often or too irrelevantly. PR people need to get everybody to change their communication mentality from broadcast to conversational. Product managers must understand that the contact center now establishes the product brand in the eye of the buying public.
So when asked to write about social media and marketing outside of its role in branding, direct sales and customer support, I have to admit defeat.
This document “Social Media under One Roof: Integrate Social Media with the TCE Model” is composed of nine sections. Three sections are written by Sampson Lee, and experts in each specific domain contributed the other six sections: Wendy Soucie from Wendy Soucie Consulting; Karl Havard from pownum; Jim Sterne from Web Analytics Association; Axel Schultze from Xeesm; Rick Mans from Capgemini; and Guy Stephens from Foviance.
Section ONE: Where Social Media meets Customer Life Stages
Section TWO: Social Media and Research & Development
Section THREE: Social Media and Branding/Public Relations
Section FOUR: Social Media and Marketing
Section FIVE: Social Media and Sales
Section SIX: Social Media and Operations
Section SEVEN: Social Media and Customer Service
Section EIGHT: Integrating Social Media with Total Customer Experience
Section NINE: Managing Your Brand and Social Media with One System