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Where is the lifeguard for the
  marketing talent pool ?
     Why most marketing fails




                                          Rich Meyer
                            Online Strategic Solutions
It	
  was	
  foretold	
  




Social	
  media	
  will	
  save	
  your	
  brand	
  and	
  can	
  make	
  up	
  
                     for	
  bad	
  marke8ng	
  !	
  
And	
  many	
  marketers	
  drank	
  the	
  Kool-­‐Aid	
  

•  Social media can save our brand.
•  Social media is easy to do.
•  Measuring social media is easy.
•  Focusing more on social media
   and less on other marketing
   tactics will lead to success.
•  I can hire an agency to implement
   my social media and be the voice
   of my brand.
•  I don’t need to need to listen to
   consumers.
•  I can use social media to push
   information.
But	
  where	
  did	
  it	
  lead	
  ?	
  
OMG	
  !	
  You	
  mean	
  social	
  media	
  alone	
  
                       doesn’t	
  work	
  ?	
  
•  Pepsi has fallen to third place
   behind Diet Coke in spite of its
   widely heralded switch from Super
   Bowl ads to a huge social charity
   program called Refresh Project.

•  Burger King has grilled through a
   couple of CMOs and fired agency
   Crispin Porter & Bogusky after
   producing Facebook campaigns
   and viral videos that got lots of
   attention while the business
   witnessed six consecutive
   quarters of declining sales.
On	
  the	
  contrary	
  those	
  social	
  media	
  
    campaigns	
  delivered	
  what	
  they	
  promised	
  

•  The Pepsi and Burger King social
   campaigns not only delivered what
   they promised but surpassed their
   goals in terms of engagement,
   response and thus ROI.

•  The answer to these claims is
   equally simple: If those "other"
   things mattered more to business
   performance, they should have
   been the focus of marketing, not
   entertainment or whatever
Are	
  marketers	
  brainwashed	
  ?	
  

•  Marketers are social media
   brainwashed and demand to be
   part of the social media dance
   party = agencies are forced to
   try things that aren’t working.
•  The sad thing about performing
   a service that doesn’t work is
   that folks start making stuff up to
   protect their jobs or business.
What	
  level	
  of	
  understanding	
  do	
  you	
  have	
  	
  	
  	
  
            about	
  the	
  social	
  media	
  conversa8ons	
  
              happening	
  around	
  your	
  brand	
  ?	
  




                                                      What	
  ?	
  How	
  the	
  hell	
  can	
  this	
  be	
  ?	
  

Source:	
  Alterian’s	
  Eighth	
  Annual	
  Survey       	
  	
  
How	
  Engaged	
  Is	
  Your	
  Brand?	
  
It’s	
  totally	
  unacceptable	
  !!	
  
So	
  then	
  is	
  all	
  social	
  media	
  marke8ng	
  
         a	
  load	
  of	
  donkey	
  dung	
  ?	
  


 Wait	
  a	
  second	
  !	
  I’m	
  confused…
  then	
  again	
  maybe	
  I’m	
  not	
  !	
  
Believe	
  it	
  or	
  not	
  good	
  social	
  media	
  marke8ng	
  
                  can	
  provide	
  real	
  results	
  

 •  Ford's Fiesta Movement
    produced lots of leads for its
    dealers and helped win its CMO
    marketer of the year honors.

 •  Procter & Gamble's use of
    YouTube videos to fuel
    engagement with its brilliantly
    conceived "the man your man
    could smell like" ad campaign,
    because it's featured in most
    presentations at social
    conferences and even in a few
    books.
And	
  successful	
  integrated	
  marke8ng	
  leads	
  	
  	
  	
  	
  	
  	
  	
  
                 to	
  successful	
  	
  brands	
  
•  What good are invented metrics
   for social campaigns if they don't
   evidence any influence on
   sales?
•  There's no such thing as a
   successful brand that doesn't
   deliver successful marketing, is
   there?
•  If social marketing can't be
   made responsible for tangible
   behaviors that matter to the
   business, not just to ideas about
   branding, then no made-up
   measures of its importance
   matter much at all.
 The	
  key	
  is	
  “integrated	
  marke8ng”	
  

•  Ford's vastly improved sales-conversion
   number on test drives benefited from the
   great quality of the car and its pricing, as
   well as from the overall economic
   conditions over which it had no control.
•  Identifying what the social efforts did, if
   anything, requires the upfront
   presumption that they were necessary
   and therefore accomplished anything at
   all that mattered (like starting out to
   claim that cereal is "part of a balanced
   breakfast").
•  For all we know, Old Spice and Ford
   could have sold more products without
   them.
Because the same old things are still
         important to consumers
•  People still need and do the same
   things they always did, and
   companies still need to sell to
   them.
•  Pretending that conversation is
   not important is a pure canard.
•  Fad ideas, like that anybody
   wakes up in the morning hoping
   to have a conversation with a
   brand of toothpaste or insurance -
   is no longer credible in light of the
   latest news.
And	
  consumers	
  also	
  want	
  product	
  func8on	
  
             over	
  brand	
  ethics	
  


When faced with a choice of
good ethical positioning and bad
product functionality or good
product functionality and bad
ethical positioning, individuals
overwhelmingly chose the latter.
       Strategy+Business
       ISSUE 62 SPRING 2011
       Values vs. Value
But don’t use that as an excuse to
     be socially unethical !!
Today	
  consumers	
  do	
  want	
  it	
  all	
  




•  I expect brands to be listening to me in a channel where I want to talk
   with them.
•  Sometimes it is about price but a lot of times it’s not. It depends on
   how well you know my needs.
•  If you discount your product a than price is the reason I buy your
   product it’s not because of your marketing.
•  Disappoint me and I leave you forever.
•  Advertising is going to make me aware of your product but friends are
   going to help me decide if your product is worth trying.
Why	
  ?	
  




Because	
  they	
  are	
  empowered	
  consumers	
  and	
  social	
  media	
  have	
  
 given	
  them	
  a	
  unified	
  voice	
  to	
  talk	
  back	
  to	
  brands	
  that	
  are	
  not	
  
                                  used	
  to	
  listening.	
  
But	
  marketers	
  s8ll	
  struggle	
  to	
  create	
  true	
  
   mul8-­‐channel	
  engagement	
  with	
  their	
  
                       customers	
  
•  Marketers admit to still struggling to
   create true multi-channel
   engagement with their customers.
•  More than three fourths admit to not
   being as engaged as they can and
   should be.
•  Marketers could use a clear
   strategic plan driven by consumer
   intelligence to move toward fully
   engaging customers at an individual
   level, with the precision they have
   come to expect.
Maybe	
  because	
  they	
  are	
  measuring	
  the	
  	
  	
  	
  	
  
                       wrong	
  things	
  ?	
  



•    Everyone seems to be consumed with
     numbers.
•    Now the “numbers” are attracting
     attention to social media.
•    Everyone wants BIG numbers.
     Followers, tweets, retweets, blog post,
     rankings, Google juice, traffic and the
                                                     The	
  most	
  important	
  things	
  in	
  
     obsession for numbers continues.
                                                  business	
  are	
  those	
  things	
  you	
  can’t	
  
                                                   measure,	
  you	
  can’t	
  see	
  but	
  such	
  
                                                    things	
  can	
  make	
  or	
  break	
  your	
  
                                                                     business.	
  
                                                                         	
  
Hint:	
  it’s	
  is	
  the	
  intangible	
  things	
  that	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                              create	
  success	
  	
  

•  Management wants to focus on
   results at the cost of the
   intangible things.
•  Doing so destroys relationships,
   manipulates conversations and
   encourages the production of
   false results because that is
   what management wants,
   results even when they are
   false.
The	
  art	
  of	
  engagement	
  is	
  not	
  about	
  
personaliza8on,	
  it’s	
  about	
  individualiza8on	
  

  Marketers	
  now	
  must	
  not	
  only	
  
engage	
  with	
  their	
  customers,	
  but	
  
  they	
  must	
  conEnue	
  to	
  analyze	
  
and	
  measure	
  their	
  engagements	
  
 across	
  mulE-­‐channel	
  disciplines,	
  
taking	
  their	
  findings	
  and	
  applying	
  
    them	
  across	
  all	
  customer	
  
interacEons	
  in	
  a	
  very	
  precise	
  and	
  
           operaEonal	
  way..	
  
                      	
  
Engaging	
  users	
  across	
  social	
  media	
  plaOorms	
  
          has	
  become	
  a	
  full	
  8me	
  job.	
  	
  
                                                                                                     •    What are they saying
                           Social	
  Media	
  Sen8ment	
  	
                                         • 
                                                                                                          that is positive ?
                                                                                                          Is it in line with our
                                                                                                          brand objectives ?
                                                                                                     •    Can we leverage this
                                                                                                          with other market
                                                                                                          segments ?

                                                                                                     •  Why are they negative
                                                                                     PosEve	
           about our product/
                                                                                                        brand ?
                                                                                     NegaEve	
       •  Can we turn it around to
                                                                                                        a positive ?
                                                                                     Neutral	
       •  Is there a process in
                                                                                                        place to communicate
                                                                                                        negative comments to
                                                                                                        key stake holders ?
                                                                                                     •  Is it a threat to our
                                                                                                        brand ?


                                                                                                     •  Why are they neutral ?
Not	
  only	
  do	
  you	
  need	
  to	
  par?cipate,	
  you	
  need	
  to	
  be	
  able	
  to	
     •  Is this based on something
                                                                                                        we tested ?
 monitor	
  and	
  analyze	
  the	
  chaDer	
  and	
  leverage	
  what	
  you	
                      •  Can we change a neutral
                                            learn.	
                                                    impression in a positive
                                                                                                        conversion ?
Don’t	
  ever	
  do	
  stuff	
  just	
  because	
  you	
  think	
  you	
  should.	
  That’s	
  the	
  definiEon	
  of	
  an	
  
           someone	
  who	
  is	
  clueless	
  and	
  it’s	
  a	
  path	
  to	
  failed	
  expectaEons.	
  
                                                            	
  
If	
  you’re	
  going	
  to	
  do	
  social	
  media,	
  	
  
                           do	
  it	
  right	
  !	
  

•  Social media requires a
   strategy, budget and
   resources to get it right.
•  If you don’t do it right
   you risk alienating your
   customers, prospects
   and employees while
   your competitors get it
   right.
Which	
  do	
  you	
  believe	
  ?	
  
Start	
  with	
  the	
  basics	
  
•  What our objectives ?
•  Do people want to talk with us on social media ?
•  Can we give them value in social media beyond
   discounts ?
•  Do we have resources to support social media ?
•  Do we have a way to measure success as it applies
   directly to brand & business objectives ?
•  Has senior management bought into our success
   metrics ?
•  Are we ready to measure and optimize as we learn ?
•  Are we in it for the long term and understand that we
   need to thank every customer and listen to every
   consumer ?
In	
  the	
  end…	
  




There	
  are	
  no	
  shortcuts	
  to	
  good	
  integrated	
  
markeEng	
  at	
  excellence	
  at	
  every	
  consumer	
  
                       touch	
  point.	
  
About	
  Rich	
  
Richard Meyer (richardameyer@me.com)
•  17+ Years in marketing consumer and healthcare products
•  MBA Marketing
•  Http://www.newmediaandmarketing.com
•  http://www.worldofmarketing.com
•  http://www.richsmanagementblog.com
•  http://www.richardameyer.com

•  http://www.twitter.com/richmeyer

•  http://www.facebook.com/richardameyer

•  http://www.linkedin.com/in/richardameyer 	
  

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Where is the lifeguard for the marketing talent pool

  • 1. Where is the lifeguard for the marketing talent pool ? Why most marketing fails Rich Meyer Online Strategic Solutions
  • 2. It  was  foretold   Social  media  will  save  your  brand  and  can  make  up   for  bad  marke8ng  !  
  • 3. And  many  marketers  drank  the  Kool-­‐Aid   •  Social media can save our brand. •  Social media is easy to do. •  Measuring social media is easy. •  Focusing more on social media and less on other marketing tactics will lead to success. •  I can hire an agency to implement my social media and be the voice of my brand. •  I don’t need to need to listen to consumers. •  I can use social media to push information.
  • 4. But  where  did  it  lead  ?  
  • 5. OMG  !  You  mean  social  media  alone   doesn’t  work  ?   •  Pepsi has fallen to third place behind Diet Coke in spite of its widely heralded switch from Super Bowl ads to a huge social charity program called Refresh Project. •  Burger King has grilled through a couple of CMOs and fired agency Crispin Porter & Bogusky after producing Facebook campaigns and viral videos that got lots of attention while the business witnessed six consecutive quarters of declining sales.
  • 6. On  the  contrary  those  social  media   campaigns  delivered  what  they  promised   •  The Pepsi and Burger King social campaigns not only delivered what they promised but surpassed their goals in terms of engagement, response and thus ROI. •  The answer to these claims is equally simple: If those "other" things mattered more to business performance, they should have been the focus of marketing, not entertainment or whatever
  • 7. Are  marketers  brainwashed  ?   •  Marketers are social media brainwashed and demand to be part of the social media dance party = agencies are forced to try things that aren’t working. •  The sad thing about performing a service that doesn’t work is that folks start making stuff up to protect their jobs or business.
  • 8. What  level  of  understanding  do  you  have         about  the  social  media  conversa8ons   happening  around  your  brand  ?   What  ?  How  the  hell  can  this  be  ?   Source:  Alterian’s  Eighth  Annual  Survey     How  Engaged  Is  Your  Brand?  
  • 10. So  then  is  all  social  media  marke8ng   a  load  of  donkey  dung  ?   Wait  a  second  !  I’m  confused… then  again  maybe  I’m  not  !  
  • 11. Believe  it  or  not  good  social  media  marke8ng   can  provide  real  results   •  Ford's Fiesta Movement produced lots of leads for its dealers and helped win its CMO marketer of the year honors. •  Procter & Gamble's use of YouTube videos to fuel engagement with its brilliantly conceived "the man your man could smell like" ad campaign, because it's featured in most presentations at social conferences and even in a few books.
  • 12. And  successful  integrated  marke8ng  leads                 to  successful    brands   •  What good are invented metrics for social campaigns if they don't evidence any influence on sales? •  There's no such thing as a successful brand that doesn't deliver successful marketing, is there? •  If social marketing can't be made responsible for tangible behaviors that matter to the business, not just to ideas about branding, then no made-up measures of its importance matter much at all.
  • 13.  The  key  is  “integrated  marke8ng”   •  Ford's vastly improved sales-conversion number on test drives benefited from the great quality of the car and its pricing, as well as from the overall economic conditions over which it had no control. •  Identifying what the social efforts did, if anything, requires the upfront presumption that they were necessary and therefore accomplished anything at all that mattered (like starting out to claim that cereal is "part of a balanced breakfast"). •  For all we know, Old Spice and Ford could have sold more products without them.
  • 14. Because the same old things are still important to consumers •  People still need and do the same things they always did, and companies still need to sell to them. •  Pretending that conversation is not important is a pure canard. •  Fad ideas, like that anybody wakes up in the morning hoping to have a conversation with a brand of toothpaste or insurance - is no longer credible in light of the latest news.
  • 15. And  consumers  also  want  product  func8on   over  brand  ethics   When faced with a choice of good ethical positioning and bad product functionality or good product functionality and bad ethical positioning, individuals overwhelmingly chose the latter. Strategy+Business ISSUE 62 SPRING 2011 Values vs. Value
  • 16. But don’t use that as an excuse to be socially unethical !!
  • 17. Today  consumers  do  want  it  all   •  I expect brands to be listening to me in a channel where I want to talk with them. •  Sometimes it is about price but a lot of times it’s not. It depends on how well you know my needs. •  If you discount your product a than price is the reason I buy your product it’s not because of your marketing. •  Disappoint me and I leave you forever. •  Advertising is going to make me aware of your product but friends are going to help me decide if your product is worth trying.
  • 18. Why  ?   Because  they  are  empowered  consumers  and  social  media  have   given  them  a  unified  voice  to  talk  back  to  brands  that  are  not   used  to  listening.  
  • 19. But  marketers  s8ll  struggle  to  create  true   mul8-­‐channel  engagement  with  their   customers   •  Marketers admit to still struggling to create true multi-channel engagement with their customers. •  More than three fourths admit to not being as engaged as they can and should be. •  Marketers could use a clear strategic plan driven by consumer intelligence to move toward fully engaging customers at an individual level, with the precision they have come to expect.
  • 20. Maybe  because  they  are  measuring  the           wrong  things  ?   •  Everyone seems to be consumed with numbers. •  Now the “numbers” are attracting attention to social media. •  Everyone wants BIG numbers. Followers, tweets, retweets, blog post, rankings, Google juice, traffic and the The  most  important  things  in   obsession for numbers continues. business  are  those  things  you  can’t   measure,  you  can’t  see  but  such   things  can  make  or  break  your   business.    
  • 21. Hint:  it’s  is  the  intangible  things  that                         create  success     •  Management wants to focus on results at the cost of the intangible things. •  Doing so destroys relationships, manipulates conversations and encourages the production of false results because that is what management wants, results even when they are false.
  • 22. The  art  of  engagement  is  not  about   personaliza8on,  it’s  about  individualiza8on   Marketers  now  must  not  only   engage  with  their  customers,  but   they  must  conEnue  to  analyze   and  measure  their  engagements   across  mulE-­‐channel  disciplines,   taking  their  findings  and  applying   them  across  all  customer   interacEons  in  a  very  precise  and   operaEonal  way..    
  • 23. Engaging  users  across  social  media  plaOorms   has  become  a  full  8me  job.     •  What are they saying Social  Media  Sen8ment     •  that is positive ? Is it in line with our brand objectives ? •  Can we leverage this with other market segments ? •  Why are they negative PosEve   about our product/ brand ? NegaEve   •  Can we turn it around to a positive ? Neutral   •  Is there a process in place to communicate negative comments to key stake holders ? •  Is it a threat to our brand ? •  Why are they neutral ? Not  only  do  you  need  to  par?cipate,  you  need  to  be  able  to   •  Is this based on something we tested ? monitor  and  analyze  the  chaDer  and  leverage  what  you   •  Can we change a neutral learn.   impression in a positive conversion ?
  • 24. Don’t  ever  do  stuff  just  because  you  think  you  should.  That’s  the  definiEon  of  an   someone  who  is  clueless  and  it’s  a  path  to  failed  expectaEons.    
  • 25. If  you’re  going  to  do  social  media,     do  it  right  !   •  Social media requires a strategy, budget and resources to get it right. •  If you don’t do it right you risk alienating your customers, prospects and employees while your competitors get it right.
  • 26. Which  do  you  believe  ?  
  • 27. Start  with  the  basics   •  What our objectives ? •  Do people want to talk with us on social media ? •  Can we give them value in social media beyond discounts ? •  Do we have resources to support social media ? •  Do we have a way to measure success as it applies directly to brand & business objectives ? •  Has senior management bought into our success metrics ? •  Are we ready to measure and optimize as we learn ? •  Are we in it for the long term and understand that we need to thank every customer and listen to every consumer ?
  • 28. In  the  end…   There  are  no  shortcuts  to  good  integrated   markeEng  at  excellence  at  every  consumer   touch  point.  
  • 29. About  Rich   Richard Meyer (richardameyer@me.com) •  17+ Years in marketing consumer and healthcare products •  MBA Marketing •  Http://www.newmediaandmarketing.com •  http://www.worldofmarketing.com •  http://www.richsmanagementblog.com •  http://www.richardameyer.com •  http://www.twitter.com/richmeyer •  http://www.facebook.com/richardameyer •  http://www.linkedin.com/in/richardameyer