Marketers & Advertisers: Give Up Control To Regain It.

It is hard being a marketer or advertiser these days. It feels like everything you were taught about marketing and advertising has been turned on its head. Most of the core principles, whether you practice the Four P’s or the Four C’s are about marketer and advertiser control. Yet, the problem today is that the marketer, their advertising agency, and PR firm have lost a lot of control over much communication about the brand.

With the rise of social media the power of the consumer’s voice is now equal or even more powerful than the brand’s voice. Consider the fact that consumers’ trust other people’s opinions online much more than any brand messages you can publish in ads or on the web. As mobile use increases, the consumer’s voice will only get more powerful, more immediate, and more frequent. Customer service departments know this very well.

Social Media Marketing Advertising Public Relations Strategy Keith QuesenberryWe are in the midst of a consumer revolution where the marketer, advertiser, and PR professional are no longer King. Content is King and consumers control what content is viewed, shared and created. Does this mean marketers, advertisers, and PR pros should simply give up? Not in the sense of throwing in the towel, but they need to understand one key lesson for today’s social media environment: Learn to give up control of your brand to regain it. Click To Tweet We may no longer be able to control much of the brand talk online, but we are able to influence it if we switch from our old traditional, mass media control model to a new social media engagement mindset.

A shift in mindset of this magnitude is not easy. The shift to Integrated Marketing Communication was relatively easy in comparison. We simply had to start working with and unify disciplines, partners and channels such as advertising, public relations, direct response and Internet (interactive). But now the consumer is also creating brand content. You can’t have conference calls with consumers and send them your brand standards, marketing plans and creative briefs.

If you want to find your brand these days you must be willing to lose it. This doesn’t mean that social media marketing has no strategy. On the contrary, strategy is even more important. More and more CMO’s are shifting budgets to social media yet most still struggle with integration of social into their traditional marketing, PR, digital and advertising efforts. Others struggle with focusing a strategy in social with such a dynamic environment and simply end up chasing the hot new social channels as they come out.

If you struggle with integration, if you’re missing focus and simply feel social media is out of control, it may be time to take a step back and look at the big picture. Reset your mindset about marketing, advertising, PR, and digital control. Take a 30,000 foot look at your brand, situation, and at what works and doesn’t work in social media to develop a framework that will work today with Facebook and Snapchat and will work tomorrow for whatever new network or mobile app comes out of the tech corridor.

A basic social media strategy framework:

  1. Identify your business goals, marketing strategy and key performance indicators (KPIs).
  2. Determine your target audience, discover where they’re talking online and what they’re saying.
  3. Engage the target on their social platforms with meaningful branded content in a way that leverages each platform’s key capabilities.

This list is incomplete, but it gets you started in a place rooted in your unique situation and drives a strategy of choosing social platforms and creating content based on your business objectives, marketing strategy and target audience. For a more comprehensive look and process for social media strategy I have written Social Media Strategy: Marketing and Advertising in the Consumer Revolution. It will take any marketer, advertiser, PR pro, digital consultant, entrepreneur, or student through a simple step-by-step process to developing a truly integrated and enduring social media plan.

100 Insights For New Media Marketing

For my 100th post on this blog, I thought I would share all 100 insights in one place. Each listing is a link back to the original post.

Social Media Marketing Tips

100 Insights For New Media Marketing:

  1. Is New Media Killing Traditional Media’s Star?
  2. Are Bloggers More Sensitive To Spin?
  3. Technology Makes Us Dumber, Less Productive And Stressed Out
  4. Which Advertising Medium Is best?
  5. Can Direct Response Be Creative?
  6. Toyota Apology-athon
  7. Why Does New Media Matter? Because United Breaks Guitars
  8. The Last Thing We Need Is Another Blog
  9. Walk A Mile In Zappos’ New Media Shoes
  10. Tu Voz Rings True For Minority Marketing
  11. More Information On Information Overload
  12. Does Copy Matter Less On The Web?
  13. Can The iPad Save My Newspaper?
  14. Are You Ready For A Content Revolution?
  15. Somebody’s Watching Me
  16. Is There A Creative Process?
  17. Is All Buzz Good And Cheap?
  18. Brand Extensions Achieve MAXIMum Failure
  19. Speak Softly And Carry A Big Marketing Stick
  20. Is Facebook’s Privacy Policy Friend or Foe?
  21. BP Can’t Get Beyond Petroleum
  22. Are Mobile Ads Still Annoying?
  23. Are Intellectual Property Rights Wrong?
  24. EBSCO, Forbes, Time Open The Digital Divide
  25. Yahoo Cheers Associated Content Acquisition–Society Jeers
  26. Can Millennials Save Us Through Cause Marketing?
  27. Creativity Beats Media In TV ROI
  28. GM Recall Recalls Past PR Crises
  29. Cause Marketing Or Crisis Response?
  30. US Census: Bad Ads But Great Information
  31. Where Is The Star Power In The Gulf Clean Up?
  32. Cause Marketing’s Future Is Engagement Through Social Media
  33. Churchill, TED And New Marketing
  34. Blah, Blah, Blog: Why Companies Should Listen
  35. Online Research: Temptations and Limitations
  36. Does .005% Make A Difference? Ask Toyota
  37. Can Marketing Statistics Improve Your NFL Team?
  38. Celebrity, Media Outreach And Events Oh My!
  39. Cable TV Decline: Media Planning Gets Tougher
  40. Failed Test? Try An Ethnographic Study
  41. Do We All Need Twitter Editors?
  42. The Press Release, Blogger Outreach And SEO
  43. New Media Needs A New Name
  44. Public Relations Challenges For Non-profits
  45. Three Is The Magic Number
  46. Corporate Communications, Marketing, IMC, PR and Advertising. What’s the difference?
  47. Which Social Media Conversation Are You Joining?
  48. Earth Day PSA 2.0
  49. Click Here: Digital Call To Actions
  50. Measuring Print Response 2.0
  51. Visual Continuity in Print And Digital
  52. Brand Equity: Tangible Assets Are A Small Part Today’s Brand Value
  53. Do You Have Social Media Fatigue?
  54. Which Came First The Product Or Value?
  55. Ride The Cluetrain To Five Easy Pieces: New Marketing Strategy For A New Digital Market
  56. The Top Ten Things I’ve Learned in Marketing and Advertising
  57. Social Media Is A Big Idea For Small Business
  58. Cause Marketing to Boost Startups and Small Business
  59. As Smartphone Ownership Crosses 50% And Mobile Ad Spending Jumps 80% Keep 3 Key Measures In Mind
  60. Search Gets Social
  61. A Dead Guy Is Following Me On Twitter: Signs Social Media Is Taking Over
  62. Visual Continuity: Is It Always A Good Strategy?
  63. Big Ideas And Big Results Don’t Need Big Budgets
  64. Afraid of Digital? History Says Run To It, Not Away
  65. Savages Movie Written With Fragment Digital Media In Mind
  66. A Social Media Experiment: TDI Club Forum
  67. Hallucinations Aren’t Contagious, But Social Media Is Real For Many Business Functions
  68. Do You Look For Wrongs Or Rights? Stop Social Media Excuses
  69. “Like” Is More Than A Facebook Icon
  70. Forrester: Facebook and Twitter Do Almost Nothing for Sales
  71. Communications: The Language That Drives Revenue
  72. Brand Engagement Through The “Martydom Effect”
  73. Super Bowl Ads: A Unique Opportunity for Undivided Attention
  74. Fear Means Go: Stretch Yourself For Social Media Success
  75. Successful Entrepreneurs Make Mistakes To Discover New Approaches, Opportunities And Business Models
  76. What Do We Do With Out-Of-Date Advertising Professors?
  77. Gen-Y Honda Student Campaign Gets Results With This Gen-Xer
  78. A Text For That? App Hype Shouldn’t Discount Text Marketing
  79. Trouble Harnessing Social Media? Relationships Can’t Be Automated
  80. Can Retail Make Room For Showrooming?
  81. There Are No Top 10 Best Rules for Social Media Marketing
  82. Has PR Become An Unsustainable 24/7 Profession: Do We Really Need Social Media Mission Control Centers?
  83. Do You Have To Be Active On Social Media? Do You Like Being Invited To A Party And Being Ignored?
  84. Filling The Digital Marketing Gap 19 Students At A Time
  85. Mom’s Don’t Tweet But They Do Watch The Voice And #VoiceSave Through Their Teens
  86. The 12 Ways of Brand Community Value: My Year End Social Media Tips List
  87. Research Says Add New Media, But Don’t Drop The Old: Study Of Over 400 Successful Marketing Campaigns
  88. What Is Your Social Media BFF? 42% Of Adults Now Use Multiple Social Sites
  89. Shakespeare Predicts Super Bowl Commercial Winners: Research Shows Sex And Humor Aren’t The Key, It’s Story
  90. USA Today Ad Meter Super Bowl Results: Story Wins With Puppy Love And Others!
  91. If You’re Simply Adding To The Noise, Facebook Will Now Turn Off Your Organic Reach
  92. Airline Industry Has Highest Response Rate On Twitter And Facebook. What About In Winter Storm Pax?
  93. Irony: Sharing Social Media About Spending Less Time On Social Media
  94. 5 Ways Social Media Can Fuel Startup Success
  95. 24 Hour Rule: What Harry S. Truman Can Teach Us About Social Media
  96. Advertising Campaigns Are Dead: Brand Story Is The New Big Idea
  97. Star Bellied Sneeches: Social Media Badges Can Save Companies Billions
  98. Return On Relationship: Thanks Ted For Living It
  99. Behind Amazon’s Pay To Quit Program: Happy Employees + Social Media = Real Value
  100. 100 Tips For New Media Marketing