Social Media Marketing Is a Waste of Time, Unless... - Mark Traphagen
Mark Traphagen will be joining us via Google Hangout to talk about how social marketing will be ineffective unless it rests on a foundation of clear brand identity and purpose-driven content....
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Social Media Marketing Is a Waste of Time, Unless... - Mark Traphagen - Video
Burlington, VT (PRWEB) December 17, 2014
Award-winning creative and digital marketing agency, Shark Communications, has published a new, simplified, strategic chart for managing social media marketing. The model is presented in the form of a colorful infographic, and was created by Shark in response to many of the agencys executive-level clients looking for a more simplified perspective on social media marketing. By organizing social media initiatives into four key marketing categories: Attract, Engage, Convert, and Monitor. The infographic, located on the agency's blog, serves as a simplified visual strategy for managing social media marketing.
In the social media infographic, the Attract phase is defined as the widest part of the social media sales funnel and at this point, the primary goal is to distribute content thats engaging and connected to your brand. The Engage phase involves messages directed towards people who are actively hunting for a solution. Its the time to sculpt marketing around your products and services, referring them to dedicated web or landing pages. Convert means turning followers into customers with highly targeted and optimized content and landing pages built around a specific action. And, at the foundation of all social media marketing, theres the need to Monitor, evaluate, and make adjustments to your next social media initiatives.
As Shark Creative Director, Peter Jacobs, notes, Digital marketing can be earned, owned, or paid media. With paid media, the goals, overall strategy, and the ROI are often clear and understandable to the client. But with earned or social media (and especially client-managed social media marketing), the whole process seems less objective and a bit more shotgun-like in approach. We then designed the infographic around some simple, strategic marketing phases so that its broad and easily understood.
Shark Communications is a Burlington, Vermont-based, creative, web, and digital marketing agency founded by award-winning Creative Director, Peter Jacobs. Shark serves clients in a wide variety of industries with a strategically-planned mix of branding, marketing, web, SEO, and digital marketing solutions. From award-winning design and marketing for the 1998 US Winter Olympic Trials, to numerous radio, web, television and film awards for clients large and small, Sharks creative excellence has received widespread recognition for clients in multiple industries. More about Shark Communications can be viewed on the agency's website at sharkcomm.com.
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Digital marketing agency, Shark Communications Releases New Social Media Marketing Infographic
This post was co-authored with Becky Ross and Shannon Gorman, both MBA students at the Fuqua School of Business, Duke University.
Social media is an increasingly important tactic in companies marketing strategy and yet results from The CMO Survey continue to indicate that many companies manage social media as a separate activity. Asked how effectively social media is linked to their companys marketing strategy on a 1-7 scale where 1 is not integrated and 7 is very integrated, the average level of integration was only 3.9. Although we see companies planning to increase social media spending as a percent of marketing budget from 9.4% to 13.2% over the next year and 21.4% over the next five years, the level of integration has not changed in the past four years.
How effectively is social media linked to your firms marketing strategy? (1=Not integrated, 7=Very integrated)
We interviewed marketers across industry sectors for insight into what actions they are taking to improve social media integration. Here is what we learned.
When social media is integrated with the companys marketing strategy, the companys management of its customer and brand assets is seamless. Strategic elements such as segmentation, targeting, positioning, and all go-to-market activities reflect a clear and consistent understanding of the value the company offers to its customers and how the company seeks to capture value from attracting and retaining these customers over time. The result of social media integrated into marketing strategy is improved efficiency and effectiveness in all aspects of the marketing plan.
Sponsored by the American Marketing Association, Duke Universitys Fuqua School of Business, and McKinsey, Inc., The CMO Survey collects and disseminates the opinions of top marketers in order to predict the futureof markets, track marketing excellence, and improve the value of marketing in firms and in society. To participate or for report downloads, visit cmosurvey.org.
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Video Social Marketing | MPM VSM Testimonies | American Marketing Association Las Vegas
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