In January of 2010, Susan Gunelius (@susangunelius) identified 10 marketing trends for Entrepreneur magazine. She predicted that these trends would impact 2010 and beyond. That has been true for almost all of her list but for three points in particular: 1. transparency and trust are paramount; 2. less interruption, more enhancement and value-add; and relationships rule.
Her last point was “Integrated marketing trumps stand-alone tactics”. I think this is something most big brands still struggle with. Lots of progress has been made in aligning different disciplines for big events or major campaigns but most organizations still struggle in between those key times. We have to be able to be flexible. Social is always on, make sure your the people in your organization think about how your brand is visible every day, not just when some big is happening.
In January of 2009, Brian Solis (@briansolis) wrote about having clear, measurable goals for your social media efforts. Many organizations have started down this path but very few large brands really have this figured out.
Maturation of Social Media ROI
CMOs have wanted clear KPIs for years but for the most part tying social efforts to revenue has eluded us. At least most organizations have accepted that there is a value and that we can determine success with the measures we do have currently. Resetting current initiatives and starting new ones the right way will be to making real progress towards meaningful measurement.
Name one thing in your organization that has worked that didn’t have an owner or champion. If your social business strategy has some utopian ideal that can be dispersed across all parts of the organization and everyone will just magic it you need to quit and start over. Seriously.
You don’t have a single group in your organization that operates independently now. Everyone needs information from other groups so saying that social is no different isn’t a breakthrough and can’t be your strategy. Social has already changed every group in your organization. That don’t need responsibilities they need help and guidance.
Mission control, centralized, hub and dandelion. Whatever. That shit is just a picture on a slide. You need to know how what you want your company to look like and accomplish in there communication. Then determine what role social plays in that. Then figure out how and when Suzy gets her part to Bob so Jill can incorporate it and Billy can measure it.
Your organization probably already knows what it wants to be and do. Social is a part of that. Just a part of it, your model is already created. Don’t focus on the model, focus on the people in the model.
By now you know that Best Buy has rolled out Shopkick incentives nationwide. Depending on your point of view it is a big deal or just another shiny object temporarily distracting us from our actual job. Either way, you should know what Shopkick is and how the concept will effect consumer expectations.
Why do you put signs in the windows or overprint weekly circulars to stack near the entry way of your store?
Shopkick is the mobile version of this concept. Do you get that tingling feeling whenever someone walks into your store? Isn’t it magical that your advertising, branding, real estate, customer service, merchandising or secret sauce mix of all of them worked and a real life human being walks into YOUR store ready to buy something? What would you say to them if you could speak to them exactly at the moment they cross the threshold?
Shopkick can deliver a message to a persons mobile phone when they simply walk into your store. It is a passive version of other location-based services like Foursquare and Gowalla.
So far content is mostly promotion of currently running specials or specific discounts. This concept of shoppers being alerted to a businesses best deals and that of their competitors is growing. The ability to target a specific series of both offline and online behaviors ahead of entering the store will take this to the next level.
An example of where this would lead is Best Buy delivering an incentive to everyone who searches for “plasma tv” and then walks into Wal Mart. Or someone who walked into Nordstrom and then, within a certain time frame, searched for a shoe brand could be delivered content directly from a manufacturer at the place and time a consumer is making the buying decision.
Consumers will continue to share increasing amounts of personal information as long as it pays of in a better experience.