A Letter for Your CEO About Social Marketing’s Future
By Mike Stiles on Nov 12, 2013
We’ll leave it to you to decide if or how to sneak this in front of them.
This social marketing thing looks serious. It’s gone beyond having a Facebook page and putting our info and a few promotions on it. It’s seriously disrupting how we’ve always done marketing. And its implications reach well beyond marketing.
My concern is that we stay positioned ahead of these changes and are prepared to embrace, adapt and capitalize on these new capabilities as opposed to spending valuable time and money trying to shoehorn social into “the way we’ve always done things.” I’m also concerned about what happens if our competition executes on this before we do.
The days of being able to impose our ad messaging on the masses to great effect are numbered. The public now has the tech tools and ability to filter out things that are irrelevant to them. And frankly, spending ad dollars to reach unlikely prospects isn’t the most efficient path for us either.
Today, our customers have to genuinely love what we do. That starts with a renewed, customer-centric focus on the quality and usability of our product. If their experience with it is bad, they now have very connected, loud voices that will testify against us. We can’t afford that.
Next, their customer service experience, before and after the sale, has to be a pleasant surprise. That requires truly knowing our customers and listening to them. Lip service won’t cut it. We have to get and use as much data on the customer as possible, interact with them wherever they want to interact with us, and commit to impressing them. If we do, they’ll get out there and advertise for us. Since peer-to-peer recommendation is the most effective marketing, that’s money in the bank.
Social marketing is about forming relationships, same as how individuals use social. We want them to know us, trust us, and get real value from knowing us. That requires honesty and transparency that before now might have been uncomfortable. I propose that if we clearly make everything we do about our customers’ wants and needs, we’ll have nothing to hide. It will solidify customer loyalty, retention, and thus, revenue.
These things can’t happen without certain tools and structural changes in the organization. There are social cloud platforms that integrate social management into all of the necessary areas: CRM, customer service, sales, marketing automation, content marketing, ecommerce, etc. This is will give us a real-time, complete view of the customer so their every interaction with us is attentive, personalized, accurate, relevant, and satisfying.
Without it, we’re just a collage of disjointed systems, each gathering data that informs only its own departmental silo. The customer is voluntarily giving us everything we need to know about them to win them over, but we have to start listening and putting the pieces together.
There’s still time. Brands are coming to terms with this transition to the socially enabled enterprise, but so far they aren’t moving very fast. Like us, they’re dealing with long-entrenched technologies and processes. CMO’s and CIO’s have to form new partnerships. Content operations have to be initiated and properly staffed and funded. Various departments must be able to utilize interconnected big data.
What will separate the winners from the losers? Well chief, that’s why I’m writing you. It’s in your hands. These initiatives won’t get the kind of priority and seriousness that inspire actual deadlines & action unless they come from your desk. You have to be the champion of customer centricity. You have to be our change agent. You have to be our innovator. Otherwise, it’s going to be business as usual, and that puts us in a very vulnerable place.