I was reading a Miami Herald article about the Ad and PR industries both scrambling to master social media. As budgets shrink, both the ad men and their PR cousins are scrambling to master social media. At Amway I oversaw advertising, sponsorships and public relations.
Advertising has a big role to play in the online space. Indeed, advertising online provides many benefits, including lower costs and higher measurability than traditional media outlets. Not as broad a reach, but not all campaigns require that. Meanwhile, search engine optimization (SEO) and search engine marketing (SEM) efforts ensure what you’re saying online will be seen by those interested in what you have to say, whether they know who you are or not.
But when it comes to the dialog fostered by platforms like Facebook, Twitter and even YouTube, there is no profession equipped to represent clients effectively other than Public Relations. PR always has been the function that handles dialog for a company, whether that be through speeches, media interviews, press materials, or FAQs. Advertising has mastered the art of telling a story in a way that elicits a response, but has not traditionally been there to answer the follow-up questions.
Social media, meanwhile, is about the entire dialog, not just the 30-second ad or the 10-word tagline. It’s about listening as much as it is about talking. In fact, it’s about listening far more than you talk. It’s about sharing the messages from your organization to your key audiences, but it’s also about taking their responses back to the organization and recommending responses. Not just spoken or written responses … but responses in the form of actions.
An example? Your product has been tampered with and people are getting sick. At this point, it’s not just what you say that matters. It’s what you do. A recall is a start. An investigation and sharing the results of that with the public is another. Providing your customers with some incentive to stick with you even though they may have lost some trust in you is another. These are not just words. They’re actions and they might cost the company in the short run (but in the long run it might not only save their business, but earn them even greater support).
Integrated marketing, by the way, is more necessary than ever. What you say in advertising needs to be reflected in the dialog your public relations group is supporting. It should be reflected in the types of sponsorships in which you engage. All of these marketing services are more effective for the company when they work together.
As long as there are internal battles and squabbles about who does what, however, there is little chance for integrated messages. The silos need to come down inside large organizations. Strategies need to be shared. Broader plans need to be fleshed out together and not in separate conference rooms.
That’s my vision for what integrated marketing should involve. I don’t think many marketers are well-equipped yet to work across all the media, and as long as they continue to favor one discipline over another, they will not achieve the full benefits of a truly integrated marketing plan that involves advertising, sponsorships, public relations AND the correspondingly appropriate uses of the digital space.
Yesterday was the 1st Annual aimWest Social Media ConFab, featuring keynote Laura Fitton, aka @Pistachio in Twitter, who co-authored Twitter for Dummies. Like many, Laura thought Twitter was kind of dumb when it first came out. I know I also blogged about it a few years ago, questioning its value. Laura gave it a chance (as did I, eventually) and immediately saw her leads increase.
There’s a great Grand Rapids Press story about the conference today, and #aimWest was a top-1o trending topic yesterday as conference attendees twitted their thumbs away. Congratulations to aimWest for pulling together such a great event!
I was a panelist for a morning session on social media boosting productivity and collaboration in the workplace. With me on the panel were Melissa Chiaramonti of Meijer (@mgenta on twitter) and Harrison Withers of Media 1.
I talked a little about my experience within Amway and use of sharepoint sites and the like. For teams, sharepoints and wikis can be great, but it requires full participation in order to be truly successful. Key voices missing from the conversation might result in a flawed collaboration. My “Beatles Social Media” example was that, if that four-person team had made collaborative decisions via social media, the outcomes resulting from dialog that only involved George and Ringo probably wouldn’t have made the band the success it became. John and Paul’s inputs were necessary for the true success they eventually achieved, not to mention the voices of others such as their manager and their producer.
My main point, I think, was that organizations need to get intentional about their use of social media internally, just as many already are for external audiences. Within the company, people already are using social media tools but there’s little measurement occurring to determine if it’s effective — largely because most companies don’t even know it’s happening to the extent that it is. Rather than having social media “just happen,” I think an organization will reap more benefits by planning and supporting the social media tools internally.
Melissa and Harrison — both of whom are true experts on this topic — really brought great ideas of what to do and how to do it to the audience. While they were talking, I was scanning the #aimWest tweets on my laptop. It was almost like I could see thought bubbles rising above the heads of people in the audience, and it led to some of the questions we addressed as a panel.
I went to the social media “slam” session after that, where attendees shared experiences and questions “open mic” style. I’d been to a Social Media Slam conducted in a similar way this summer, which led to a YouTube video about my experience at Amway and how my 80-year-old dad met his wife online. This one was much bigger and people did their little talks from where they sat, which gave it a different feel, in my opinion.
There was a great panel on Power Networking, but most of that session really focused on Facebook, since one of the panelists was Tom Chisholm, a Director at Facebook. The most excitement was generated over the question from the audience about when Facebook would add a “dislike” feature to go along with its “like” button. Tom started to say the “hide” feature was sort of the same thing, which aroused a Joe Wilson-like response from the audience (thanks @Maniactive).
Late in the afternoon, I was very proud of the great presentation by Cindy Droog of Amway, who was part of the panel discussing social media measurement. She did a great job and received a lot of twitter love from the live tweeters.
Between the Wednesday evening Tweet Up and the all-Thursday conference and the necessary follow up on emails and tweets today, the ConFab really chewed a big hole into this week. BUT, that hole was filled with gooey, chocolaty social media goodness, and area companies that didn’t send their PR/Social Media/Marketing staff to participate and learn really missed out!
This Thursday is aimWest’s first annual Social Media ConFab at the JW Marriott, at which I will be a panel moderator. According to my source, the numbers of attendees were still creeping up this week (she’s still hoping for 300) and yesterday’s GR Press story might help reach that goal!
The panel I’m moderating is about how social media is helping (or can help) internal collaboration within companies and organizations. The panelists will be Melissa Chiaramonti of Meijer and Harrison Withers of Media 1. Most often in the past I’ve spoken on web reputation, with social media being an important aspect that companies and organizations need to monitor and manage. Too many people don’t actively monitor what people are saying about their companies and brands online and, as a result, suffer reputational damage that could have been neutralized earlier just by becoming part of the conversation.
I am less of an “expert” on social media as a collaboration tool. Or am I? I used and participated in sharepoint sites while at Amway, which is the first thing that came to my mind on this topic. Thinking more broadly, with Independent Business Owners (IBOs) an extended part of Amway’s “internal” communications, I blogged for five or six years in ways to educate and seek the support and engagement of that key audience. I created content for the Web, including leading the “Interns Expose Amway” project that got our younger staff involved. Even the way we obtained approvals for communications was a form of social media. I was even part of the first (and probably last) virtual meeting held by Amway employees in Second Life.
I spent some time the past few days researching the topic of “internal collaboration” and, amazingly, I didn’t find a lot that really excited me.
To me, the biggest barrier to the success of social media as an internal collaborative tool for a working team is the weakest link. The one who just doesn’t get how to use social media tools or the one who needs to see the actual facial expression accompanying the real-time feedback they get from a peer.
I’m not one that would like to see an end to meetings because I do think they can contribute to quick collaboration and ensure the entire group is clear on direction or certain agreements. But these days, with far-flung teams, business travel and so many other meetings competing for everyone’s time, the use of social media can keep collaborative conversations alive that might have been stymied otherwise. And, after awhile, you get to know others’ writing styles and understand their tone of voice and those “facial expressions” aren’t even necessary anymore.