Don’t get me wrong.
I love social media. I work on a brand with millions of Facebook likes around the globe. My biggest project right now is a social playground. And I am such a Twitter addict that I have the founder of #Klout as a mutual friend.
But there is no such thing as Social Media Marketing. Sorry. I know this may get me a lot of heat in the blogging space. Since this is just my first blog post, let me explain my core beliefs as a brand builder.
There is only Marketing.
Tools are changing, but fundamentals stay true. You can only do three things to create a bond between your brand and its audience.
Once you have something to say:
- you can tell them yourself,
- you can have someone else say it for you,
- you can let them discover it for themselves.
For ease of discussion, I will call the first Broadcast, the second Sharing and the third Brand Experience.
BROADCAST is what most brands have been doing since the “good ol’ days” of mass marketing. And with all the fuss about “talking with” vs. “talking at”, I still believe broadcast has a bright future, because most audiences still want to sit back and watch. Yep’: 90% are spectators of your brand, not participants. But today’s Broadcast is about creating creative and entertaining stories to embed your brand in – on TV or other screens; in print or through in-store presence. No patience left in the world for boring.
SHARING is what you’ll think of first when someone says Social. Fact is most people trust peers more than advertising today – the branding Grail is to engage advocates who will carry your flag for you. This is not ‘new’ conceptually (PR, hello), except today’s social media let you leverage armies of online fans!
BRAND EXPERIENCE is the most ignored part, by most marketers and agencies. It’s what consumers get out of every interaction with your product… or your business… or your people! It should be plain awesome! And yes, I do mean to say that your packaging design sits in the same box as your customer care, Twitter dialogue or even Human Resources. It’s all direct experience with you – the most powerful way to create fans.
So sure, we can (should) use Social Media in our marketing. But if we start treating it as a separate discipline, I think we’re missing the bigger picture: combining all three communication pillars to create truly iconic brands.
Full disclosure – that’s just a thought and discussion starter.
So please jump in, agree or disagree, and let’s start a discussion!