Tuesday, August 12, 2008

The social media marketing front(ier)

I went to a fantastic session this morning put on by AIMIA, all about social media marketing (SMM): great speakers, great content and a lot of food for thought.

I thought Julian raised a very interesting point in his presentation: there’s a lot more to SMM than just starting a conversation. You have to hang in there to develop the relationship. Be there for the long run. Listen and respond. Give a little of yourself. Add value.

Of course, this isn’t a SMM issue per se. Regardless of the technology they use, some brands seem to be more genuinely interested and concerned and open to what their customers say – ready to respond and adapt accordingly – than others. All things being equal, I’d bet the former would have a much more successful SMM experience than the latter.

But what’s a ‘more successful’ SMM experience? What should we be measuring here? 

As always, it depends on the marketing objectives. But here’s the exciting bit: in this dynamic, unbridled space, the marketing objectives themselves need to shift, considerably, from how we’ve defined them in the past. 

2 comments:

Julian Cole said...

Hey Katie,

It was good seeing you the other day, measuring SMM experience is a really hard question that needs to be tackled but I think as a community of smart thinkers we should give this hard question a stab.

Look forward to catching up in the future, at more events.

Jules

Katie Harris said...

Jules - good to see you too and again, great talk!

Re: measurement. I'm sure we can and should crack this: it'll be a big budget decider after all.

I think part of it will be understanding, and somehow defining, what seems to be a new and different kind of brand equity. Watching how it manifests itself. It’s still a process in process.

Definitely looking forward to catching up again. I can't make the JJ meet - would have LOVED to have been there. I reckon you'll all be making some kind of history tonight! Have fun and be sure to post about it.