Maybe we’ve gotten a little ahead of ourselves?
In our zeal for YouTube videos, and Facebook apps, and iphone wizardry, and augmented reality we’ve in many cases neglected the many ways we can socially enable the marketing we’ve been doing all along.
Sure it’s exciting to play with all the shiny new social media toys under the tree, but before we start creating siloed social media departments and work ourselves into a lather about ROI, shouldn’t we take a minute to figure out how to integrate social media?
Social Media as an Ingredient
‘Tis the season for people to make predictions and promises for next year. For me, I want to focus this blog in 2010 on social media convergence, and how social impacts other marketing and operational disciplines.
Sure, I could write about the new Twitter this or the new Facebook that, and I’m sure I’ll continue to cover that world at times.
But since I was a public relations professional first, a client-side marketer second, a digital marketing agency owner third, and a social media consultant fourth, what really interests me (and I hope you) is how social media is the new ligament of marketing – tying together disparate tactics with unified messaging and platforms.
In 2010, I want to focus on how we retrofit our email marketing, search marketing, banner advertising, even print and TV, to include social components universally.
How can your blog drive your search marketing? How can you test email newsletter content on Facebook? How can your mobile apps drive database marketing? How does social CRM impact downstream conversion rates?
Sure, social media has made incredible progress in a short period of time. But to reach its full potential – especially from an ROI perspective – social media needs to be a component in a larger marketing program. Yes, I believe all companies will “be” social eventually. But that’s not a marketing strategy, that’s a cultural initiative. We need to treat social media as a marketing ingredient, not a marketing cure-all.
The Next Big Thing is the Little Things
The social media baby has been birthed. The stories have been written about the “first to do this” and the “first to do that.” With your help and permission, I want to get beyond the excitement and focus on the business of social media.
At almost every social media speaking engagement, I’m asked what I think the next big thing will be. “What’s the next Twitter?” people want to know. This will be the year (I hope) when we stop asking that question. Instead of “what’s next?” we should be asking “what’s the best way to use what’s out there?”
Are you okay with this direction? Can we focus on social media integration and convergence together next year?
(photo by harikumarm)
Twitter Comment
The Death of Sexy – Social Media, Integration and Real Business [link to post] great article by @jaybear on #socialmedia /via @Jan_B
– Posted using Chat Catcher
Twitter Comment
The Death of Sexy – Social Media, Integration and Real Business [link to post] great article by @jaybear on #socialmedia
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer The Death of Sexy – Social Media, Integration and Real Business | Integrated Marketing and Media | Socia… [link to post]
– Posted using Chat Catcher
Jay, I couldn’t agree more with most of your thoughts here. I’m hearing from far too many colleagues at agencies and companies that are creating social media groups, rather than integrating them into their other digital marketing disciplines.
Far too many organizations are focused on the glitz and glamour than how it can drive ROI across other established tactics. It’s going to create serious silo issues if organizations don’t address the problem now.
I don’t think the questions like “What’s the next Twitter?” will ever stop for you. There are simply too many marketers focused on the next tool. They treat it as a gold rush, rather than understanding what is already out there that will connect them to their customers.
Looking forward to watching the blog take this journey next year. Cheers on the success in 2009.
Thanks Michael. What I find is that a lot of marketers are stuck trying to sell clients or bosses on being first, not being best. We need to change that, pronto.
Jay – The fact is marketing is much more than a product or service’s presence in the digital world. It is about presence in traditional mediums. It is how consumer concerns are answered online and on the phone, it’s about the quality of the product, it’s about pricing, it’s about the emotional connection communication makes with the consumers. It’s about service after sale.
Social media is a great tool, especially when integrated with other efforts. Concentrating on the best way to do this is exciting and interesting. I would pose the question of “How can the use of social media strengthen a relationship with the consumer?” Since, isn’t marketing about creating a relationship with your customer? Telling them about new things – items they want, ideas they talk about, products they use and recommend. Building a relationship is building a brand.
Looking forward to you insights in 2010.
Nicely said Stacey. Using social media to strengthen relationships, not necessarily create them from scratch. Good thinking. Thanks for the comment.
Twitter Comment
Thank you @jaybaer: “The Death of Sexy – Social Media, Integration and Real Business” – [link to post]
– Posted using Chat Catcher
Twitter Comment
The Death of Sexy – Social Media, Integration and Real Business [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @sabrinacrider: The Death of Sexy – Social Media, Integration and Real Business [link to post]
– Posted using Chat Catcher
Twitter Comment
Social Media is an ingredient in the larger mix, senior living communities should use it as part of the mix…[link to post]
– Posted using Chat Catcher
>“What’s the next Twitter?” people want to know.
Maybe they’re asking about the next Twitter because they don’t trust this one. That would be healthy skepticism.
Maybe they’re asking because they understand that Twitter is the vehicle, not the destination. That would be insightful thinking.
.-= John White´s last blog ..“I Don’t Want to Listen to You, But I’ll Listen to Your Stories.” =-.
I agree John. I was just using the Twitter question as a metaphor for addiction to new, rather than adherence to grounded methodology.
Right there with you on this…As people become more and more obsessed with tools and gadgets, the whole purpose and focus of social media seems to be getting more and more anti-social. I’m actually beginning to find that old school methods are beginning to be the “new” thing…
Funny how everything old becomes new again, isn’t it? Pretty soon, bell bottom jeans will be back. Oh, wait….
Twitter Comment
The Death of Sexy Social Media, to Integration and Real Business: [link to post] (@jaybaer)
– Posted using Chat Catcher
Twitter Comment
Interesting post – RT @jaybaer The Death of Sexy – Social Media, Integration and Real Business [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @tweetmeme The Death of Sexy – Social Media, Integration and Real Business | Integrated Marketing and Media | Soc… [link to post]
– Posted using Chat Catcher
We totally agree, Jay. Our folks have been saying for a while that Social Media needs to be viewed as an additional ingredient in existing programs; SM should augment not replace existing programs and applications.
There’s probably a place for some freestanding social efforts, but for me they should only be tackled once you have the integration piece handled. Thanks for the comment.
Hell yes. You and me both. We need more discussions about integration and the actual operational-level implementation of this stuff. I also hope we can illustrate more of what’s truly obsolete, where it’s evolution instead of replacement, and how this impacts the whole business, not just marketing.
I’m looking forward to your contributions in 2010, Jay, as always. Thanks for keeping us on our toes.
.-= Amber Naslund´s last blog ..Internal Social Media: Addressing The Fears =-.
Just trying to keep up with you, and usually failing. Very much looking forward to doing more in the area of social as binding agent between marketing and customer service (as I know you are).
Twitter Comment
RT @AmberCadabra: Good stuff, as usual. RT @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
“I believe all companies will “be” social eventually. But that’s not a marketing strategy, that’s a cultural initiative.”
Wow – that says it all Jay. Companies can exist in the social media space, but integrating it as part of their marketing mix is an entire different/more complex story to tell.
Love the idea/direction for 2010.
Thanks Drew. A complex story it is. For all its many facets, I think we’ve largely been undercomplicating social media. Just putting up a Facebook page doesn’t make your company more social, that’s just a crappy email newsletter in a different guise.
Twitter Comment
Don’t create a socmedia silo. Amen! RT @jaybaer The Death of Sexy – Social Media, Integration & Real Business [link to post]
– Posted using Chat Catcher
Twitter Comment
Once again, Jay offers great insight. RT @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
I just did an PR Agency review with 6 firms. It kills me how much things have changed. I agree that social media isn’t just a thing on its own, it is an integrated approach with anything you are doing. If you are creating a marketing plan for a new product launch you should have your PR, print adv., website, AND social media strategy etc. all line up to work together. The big difference here is that you can use social media in your product development process as well. Can you do that with your current PR machine??? Great stuff Jay.
Thanks Mark. Indeed, I have seen this movie already. We went through the same tribulations with online. It went from freestanding and overheated, to commonplace and integrated. Let’s hope a little cold shower on social media is actually a good thing.
Twitter Comment
The Death of Sexy – Social Media, Integration and Real Business [link to post]
– Posted using Chat Catcher
Twitter Comment
Great idea, Jay! RT @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Twitter Comment
Boring can be beautiful @AmberCadabra @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT: @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @ChrisBook RT: @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @JanelWait: Social Media is ingredient in larger mix, senior living communities should use it as part of the mix…[link to post]
– Posted using Chat Catcher
Twitter Comment
Keeping it real: RT @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
100% with you on this one. We have to integrate otherwise it’s very much just a case of flavour of the month.
From my own personal experiences I can see that social media initiatives work best when combined with real world initiatives – talking to people face-to-face, being social in person – and as part of an integrated marketing approach.
The communities I work with seem to want it all. I think 2010 will be a year of integrated marketing: where each approach is part of a overall attempt to engage.
Thanks Jon. I love your point of being social in person. At the recent WOMMA conference, it was frequently reiterated that 90% of word of mouth still happens offline. Social media is an accelerator and an amplifier of word of mouth, but it doesn’t displace face to face. Far from it.
Twitter Comment
RT @shannonholato RT @ChrisBook RT @jaybaer The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Twitter Comment
MKTG – Great POV on social integration. RT @jaybaer: The Death of Sexy – Social Media, Integration, and Real Business. [link to post]
– Posted using Chat Catcher
Bingo.
Though I have to say, for me, operationalizing this properly, doing it right, that’s sexy as hell.
Great post, Jay.
.-= olivier blanchard´s last blog ..Let’s get constructive about the future of Social Media Certifications =-.
Thanks pal. I appreciate you stopping by. And you’ve cornered the market on social media sexy. I grew a beard, but you’re still French.
We all have our superpowers.
Twitter Comment
RT @jaybaer: The Next Big Thing? It’s the Little Things. [link to post] (integrating social media)
– Posted using Chat Catcher
Twitter Comment
Social media, integration and real business [link to post] RT @jaybaer #socialmedia #SMB #technews #itchannel #smallbusiness #VAR
– Posted using Chat Catcher
Twitter Comment
RT @elizabethsosnow Death of Sexy: Soc Med, Integration & Real Business via @jaybaer (hit me btw. the eyes) [link to post]
– Posted using Chat Catcher
Twitter Comment
Smart dude @jaybaer talks about getting it right, not just making a splash: [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @thebrandbuilder: Smart dude @jaybaer talks about getting it right, not just making a splash: [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @SocialMedia411: The Death of Sexy – Social Media, Integration and Real Business (Jay Baer): [link to post]
– Posted using Chat Catcher
I couldn’t agree more. The next big thing this an that are great but it’s not the whole solution.
Right you are Kevin. Thanks for the comment.
So about half way through 2009 I was going Social…what?, then…oh, I better get involved!…now I am involved and I am saying how is this going to benefit my small business? I don’t want to hear about the next thing, I want to know how to optimize what I have…so you are heading in the right direction.
Social media can definitely help your business Frank. But it’s not divorced from your marketing and operations, it’s PART of your marketing and operations. That’s the key. How can social media make what you’re doing better, not replace what you’re doing?
Twitter Comment
Death of Sexy: Soc Med, Integration & Real Business via @jaybaer (hit me btw. the eyes) [link to post]
– Posted using Chat Catcher
Jay, I agree entirely with your new direction and look forward to the 2010 posts. I love that you used the phrase “retrofit our marketing … to include social components universally” — that’s much less scary than feeling that you need a major overhaul of all your marketing efforts. Any steps we take to integrate SM into our marketing efforts – however small – are still steps in the right direction. I look forward to the discussions!
You’re exactly right Dan, and that’s part of what I want to evangelize next year. You don’t have to throw out the traditional baby with the social media bath water. Frankly, although I respect Gary Vaynerchuk a ton in many ways, his notion that you should stop all traditional marketing and just create content is flat out wrong.
Twitter Comment
Volledig mee eens! RT @jaybaer The Next Big Thing? It’s the Little Things. [link to post] (integrating social media)
– Posted using Chat Catcher
Twitter Comment
YES! Integrating social media into the existing mix. RT @jaybaer: The Next Big Thing? It’s the Little Things. [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @thebrandbuilder: Smart dude @jaybaer talks about getting it right, not just making a splash: [link to post] #sm #integration
– Posted using Chat Catcher
Twitter Comment
RT @SteffanAntonas: RT @jaybaer: Next Big Thing? It’s the Little Things. [link to post] (integrating social media) *Interesting read*
– Posted using Chat Catcher
Twitter Comment
The Death of Sexy – Social Media, Integration and Real Business (Jay Baer): [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @thebrandbuilder Smart dude @jaybaer talks abt getting it right, not just making a splash [link to post]
– Posted using Chat Catcher
Twitter Comment
Good thoughts heres RT @jaybaer The Death of Sexy – Social Media, Integration and Real Business [link to post]
– Posted using Chat Catcher