Livingston

Apr
21
2008

The Integration Factor

integr8tion.jpg Several recent discussions about social media question the validity of the tool set (image by joguldi). Many think that social media represents a fad or a complimentary tool set that should be used only as an add-on to existing campaigns. In some cases depending on industry and organization, these observations may hold water. At the same time, in other situations they do not. Shel Holtz makes a compelling argument about why social media is a must. Every PR and marketing pro must determine if and how to integrate these new tool sets into their larger outreach effort.

The key word is integration. Social media does not replace traditional media hits in top-tier publications. Nor does it effectively displace direct marketing or intelligently designed advertising campaigns. Often, word of mouth needs real brick and mortar experiences to drive it.

Together, these toolsets can be a powerful combination. For example, one national agency likes to cite an 80 percent increase in blog and social network campaigns when complemented by an advertising purchase. For many industries a media relations campaign that does not take into account new media and how it can successfully augment — and in some industries drive a campaign — represents a strategic failure. It’s hard to ignore the symbiotic relationship between traditional and new media.

If a brand is communicated visually, verbally, and most importantly, through actual experiences, then social media offers a tremendous tool set because it offers the ability to deliver all three. Customer conversations in print, audio, and video, infuentials’ views, search engine placement and third party definition of actual product experiences all tremendously impact a brand.

Great, how do we integrate? Consider how social media can impact PR and marketing. First PR:

  • Thought leadership
  • Earned media throughout the long tail
  • Media influence
  • Intangibles like speaking engagements
  • User generated case studies
  • Crisis tool

    • And marketing:

  • SEO
  • Word of mouth customer referrals
  • Product marketing through crowd-sourcing, user-generated feedback
  • Conversations provide “live” brochures
  • Sales leads
  • Brand loyalty

    • Consider how these tools can benefit a program (select case studies here). It gets back to outcomes. If you design a social media program to succeed with great value and intelligent ties back to the larger corporate objectives and the marketing plan, then it should work.

    As to the lack of results, what was the desired outcome? How are the tools used to achieve an objective? Were the tools intelligently integrated? Or was a blog or a Facebook group launched because someone in the CxO suite said we needed one? Were basic communication principles addressed? It’s easier to blame the medium than the marketer or company.

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    by Geoff Livingston | Internet Marketing |

    4 Responses to “The Integration Factor”

    • Eric Eggertson Says:

      April 21st, 2008 at 4:47 pm

      Speaking of integration, a huge opportunity can be wasted if you don’t get frontline sales/service people aware of what you’re doing and what about it is relevant to their customers/clients.

      I can’t tell you how many times I’ve heard uninformed or dismissive statements about a campaign by people on the front lines. That sort of apathy or cynicism by employees speaks louder than anything coming out of the marketing or PR areas.

    • Richard Becker Says:

      April 21st, 2008 at 6:26 pm

      Exactly right Geoff.

      The key is integration, and not just social media (Eric’s point rings so true … communication needs to happen from the inside out). And, the decision need not be made as easily as shaving five percent off other communication endeavors to make some semblance of a budget. Communication plans need to be looked at as whole and reallocated as needed before they are diced and sliced as some are proposing.

      Sure, there might be some companies that can skew heavily toward social media and see some successes that would not be afforded to them otherwise (I even work with a few). But they are rare, probably as rare as companies with no social media presence within 12-24 months. (If that is even possible, given their employees already are influenced if not engaged in it).

      Even more basic, companies need to ask what are they communicating, who do they want to communicate with, and what is the best medium to do with it. After all, developing a communication plan is more of process than a formula. And as such, one size does not fit all.

      Personally, I grow weary of the “one size fits all” social media formulas being pushed forward and I am sure you are too. It’s like pushing how to bake a cookie. While I could give you a recipe, I doubt the recipe I give you would suit every occasion. In fact, there is not a single ingredient that “must” be in every cookie.

      Best,
      Rich

    • Geoff Livingston Says:

      April 21st, 2008 at 6:53 pm

      Eric: Harvard Business Review did a July/August double issue (I think it was a year and a half ago) on the need to integrate sales, marketing and customer service. It was a fascinating look at the marketing vs. sales culture, and how it actually harms businesses. Check it out!

      Rich: Amen, one size fits all represents a an error, one that demonstrates a lack of research and understanding about this medium. Blogs don’t solve all problem s. Yet 80-90 percent of questions I get rely on blogs. The other 10-20 percent are Facebook. Both great tools, neither of which may be right for every organization.

    • Michelle Says:

      April 22nd, 2008 at 7:15 pm

      Social Media provides marketing with another way to reach the client - I agree integration is the key. Clear objectives and an understanding on who you need to reach, will obviously impact the choice of campaign tactics you need to leverage for successful execution. Isolated stand alone tactics not linked to corporate and marketing objectives, client segmentation and deliverables is a recipe for failure. Social networking can be weaved gently into marketing programs - less focus on the ‘tools’ and more focus on how we are going to deliver a return to the business through a well thought out marketing plan is the key.

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