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Forum Home -> DigiGuide -> So how do I go about planning and creating a social media marketing strategy anyway?

Editor | Scotland
  • posted May 13th 2008...
In Julian Cole's latest blog post on the subject (Don’t trust an advertising agency with your digital media), he discusses the challenges when trying to take your brand into the world of social media.

So in your opinion, what are the major obstacles that stand in the way of implementing a social media strategy for your brand/product/service?

What experience do people know of or have in this area? Have any of you got any horror stories or tales of outrageous success, like the Bonobos Pants example Gerry McCusker discusses in his post Web smarts turning clients into ad agencies?

And should brands even enter this social media space, or would some be better off avoiding Facebook, MySpace and Bebo altogether?
brandmusic
  • posted May 15th 2008...
The online presence is a blessing and a curse. A blessing because there is such an opportunity to conenct and engage your current and future audience, but it's a curse because it requires constant updating and if left without love and attention it can damage the brand too. first impressions are everything and a stale site sends the wrong message about a brand. The only way to combat this would be to ensure someone in the organisation has the update role as part of their job description and key performance indicators!! Getting people talking about brand music is one thing but getting them to sing about it is the biggest compliment.
The Marketer
  • posted Jun 3rd 2008...
Julian Cole's latest blog post is just a cheap shot against advertising agencies. Its not our fault the industry is full of big egos. As Director of Interactive Media of an agency, I can tell you that my clients are buying into the social media scene for the long term. In my view, the debate has to move forward away from just talking about Facebook, MySpace, youtube and Bebo, its so much more! Theres a digital revolution going on and marketers have to engage in the age of conversation, collaboration and interaction or get left behind. Other than calling me first, if you would like see an example of a social media strategy just google Robert Scobles Starfish.
newmediajen
  • posted Jun 4th 2008...
I believe entering the social media space for brands is a must. BUT having said that there are high risk and low risk strategies as well as high investment and low investment strategies - the brand needs one that works for them.

In my experience some brands still are not ready for a two-way genuine conversation so for example, blogging would not be ideal.

At the very least, brands need to monitor their own online prescence and that of their competitors and engage a social media specialist to audit and assess the right social media strategy for them.

You can read more of my thoughts on this very subject on Digital Ministry where I am a guest blogger:

http://www.digitalministry.com.au/component/option,com_myblog/Itemid,41/blogger,newmediajen/
louveyret
  • posted Jun 5th 2008...
I guess Julian Cole was just reiterating what needs to be done with most organisations - integrating and synchronising of communication messages - combining advertising, marketing & PR under one umbrella etc.. (sorry to use the umbrella term, just it's been raining all week!).

I think the biggest obstacle in implementing social media strategies is lack of research. Part of it comes from high level managers or senior executive teams not having the knowledge or understanding to engage in the social media sphere, it's also having the access to the right tools and people in this area.

There are lots of Aussies that have been implementing these campaigns for years - Laurel Papworth, Trevor Cook, Lee Hopkins, Stephen Collins - they've all developed successful campaigns for Australian clients…and there are many more great thinkers I’ve left out.

In terms of brands entering the social media sphere, it's hard to answer this question - because companies are already being talked about it - it's really whether they have an 'official' presence. There’s plenty of opportunity for this – it’s just about being strategic in which avenues to explore..

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