How to get buy-in for social media and get better at it.
This week at at the Marketing Forum Michael Brenner presented plenty of great tips and best practices for “Integrating Social Media Into Your Marketing Mix.”
These recommendations align perfectly to how we (marketers) should be approaching ANY marketing endeavor—meaning, WE ALL have the skills to do this well!
8 Steps to Become a Real Social Media Player
- Define goals/metrics
- Find your buyers
- Define influences/influencers
- Map the org. model
- Set up your channels
- Content/context strategy
- Engagement model
- Enablement plan
My View on the 8 Steps
- I agree that #1 should be top priority, but make sure the second half of that recommendation doesn’t slide: define key metrics and milestones that will help you gauge the success of your goals.
- In my experience, step #6 is truly critical (though it can be daunting)—not just in social media, but across all marketing activities. Content and context are the king and queen of marketing today, so this is a step that cannot be missed!
- Regarding #7 and #8: See my recommendations for mapping a content strategy by personas and stages in the buying cycle.
- If you’re just getting started with social media, my recommendation is to focus on one goal (like demand generation, awareness or customer retention) and do it really well. Many marketers try to use social media to tackle all things at once, and this strategy is sure to fail.
Maturing in Social Media
Given the focus of this high-profile presentation, it seems social media in B2B demand generation is growing UP!
Isn’t it refreshing to see that social media is proving to be such an effective channel for connecting with buyers that the question is shifting from “How to…?” to “How to best…?”
And yet, I’m still surprised by how many B2B organizations have not made engagement in social media a priority. Typically, lack of executive buy-in is the root cause.
If you find that’s the case in your own organization, check out Michael Brenner’s 5 Steps to Executive Buy-In in his presentation (link below), and remind them of the new rule of word-of-mouth:
“Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But…in the new age of social media, he or she has the tools to tell ten million.”
—Paul Gillin, author of The New Influencers, quoted in Michael Brenner’s presentation
Integrating Social Media Into Your Marketing Mix (Michael Brenner’s presentation)