Bet you can’t help but hear the drums of social media. If you’re in marketing, you’d better get used to it. The drumbeats are getting louder and louder. Can you keep a beat?
Seems many are getting it, with “social networks/applications” a top priority for top marketers, according to a study released by the Society of Digital Agencies, released last month…
Social Media is propelling the rise of the Consumer:
“Rather than spending another misguided year trying to “engineer” viral campaigns that will propagate themselves, regardless of consumer intentions, it’s time to refocus our marketing efforts to align with the way that people actually behave.” – Ivan Askwith, Big Spaceship
“2010 will be the year that social media-fueled technology and behavior is responsible for more content consumption choices than ever before. As the media landscape becomes increasingly fragmented, marketers will need to become more nimble than ever, and start getting on the leading edge of trends, as opposed to waiting for them to emerge.” – Ian Schafer, Deep Focus
“The most effective digital platforms have shifted from “disruptive” to “productive” by providing a service or utility…[They] fundamentally change the approach from “how we reach our customers” to “how we make their lives better.” – Ken Martin, Chief Creative Officer, and Ivan Todorov, CEO & CTO, Blitz
81% of brand executives expect an increase in digital projects in 2010, so it’s no surprise words like “social media” are included in almost every communicator’s job description. If not, it should be.
Social media gives marketers an alternate, better way to communicate and interact with their customers, prospects and various publics (employees, investors, vendors and communities where they operate). This has become the norm for many successful companies and organizations. Some are doing it right, while others start, for example, a Twitter feed or a Facebook page and fail to update it consistently.
Thousands more have yet to realize the benefits, so I’d say the outlook for us “drummers” is indeed very interesting and exciting. What does every good band need? A drummer!
Boom-boom-boom.
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The difference between good and great work in marketing is good research. Those that do it right, using honest techniques and good sampling — then properly interpretting their findings — are the ones who become more successful.
Today’s press release from a Sage-sponsored study found small businesses are using social media to further their business:
The survey indicates that connecting with peers and customers are the two main drivers for small businesses to engage in social media. Moreover, entrepreneurs regard social media as an online extension of traditional word-of-mouth marketing and believe social networking will improve their image among customers and business partners. In contrast, 52 percent of respondents said that online security continues to be a top concern preventing them from embracing new social media technologies.
The study revealed that the age of a company has an impact on the triggers and drivers of digital social media. Whereas younger companies (less than 5 years) are more driven to adopt social media by peers (68 percent), competitors (49 percent) and clients (65 percent), older companies (more than 5 years) are driven to using social media by a desire to promote the company and its products (44 percent). The survey also found that younger companies are more concerned with finding business services and getting advice on starting and managing their business as compared to their older counterparts.
Interesting? Yes, it is. How about a little “Research 101” here: you need a decent sample size, and 151 respondents will satisfy a college-level research project, but not real life (in my opinion). Thanks to B-to-B for catching that…
The study was based on an online survey of 151 small-business owners, conducted in March. It found that 51% use social media to acquire and retain customers.
Another puffed-up press release.
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