From Which to When: Marketers Mine New Synergies in Social Media
Carol Spieckerman reported this story on behalf of RetailWire. To see more of her commentary and analysis, visit the newmarketbuilders retail blog.
Not that long ago, social media was regarded a simple game of multiple choice by many retailers and brand marketers, with "A and B" (Facebook and Twitter) seen as manageable choices, but "all of the above" (Instagram? Vine?) being out of the question.
Presentations at last week’s eTail West conference illustrated just how much marketers’ mindsets have changed in terms of both social media’s promise and the exercising of new options. The perception of social media as a necessary evil with dubious ROI has quickly evolved toward that of a playground of possibilities, particularly when it comes to user-generated content (UGC).
In particular, social media is becoming a cost-effective resource for satisfying marketers’ insatiable appetites for images. Streetwear brand Stussy recently leveraged online content aggregator Social Board to grab all social content that included the "Stussy" hashtag, garnering millions of photos that the brand is using "for all kinds of things," according to its lead designer, Domenic Venneri. Meanwhile, Under Armour’s successful, female-focused "what’s beautiful" contest, which encourages women to share their goals and success stories, has allowed the company to glean a treasure trove of multi-media, user-generated content.
Many companies are awakening to the power of the "visual web," which is also driving accelerated interest in Instagram and Pinterest. Steve Hartman, Urban Outfitters’ managing director of direct marketing, called Instagram a "huge" engagement venue for the brand, noting that even pictures of employees’ shoes have immediately grabbed over 40,000 likes. By contrast, Urban leverages Pinterest for showcasing product.
As new options proliferate, fewer marketers are defaulting to a "Facebook first" strategy, although Twitter seems to have only gained in popularity, despite the crowded field. For Urban Outfitters, Jet Blue, blinds.com and others, Twitter plays a vital customer support role and, in some cases, marketers are intentionally leveraging the platform to take the pressure off of call centers and other traditional customer service solutions.
Some are also taking more measured approaches to Twitter promotions. According to Jetblue’s head of digital commerce, Maryssa Miller, its deep discount promotions on Twitter have been so successful that the company has had to deploy them sparingly. Under Armour selectively uses Twitter to promote flash sales and to get the word out as it makes forays into new categories such as basketball. The preponderance of players who are active on Twitter ensures exponential reach by association.
In terms of up and comers, Twitter-owned Vine, a micro-video platform that is being called a mashup of Twitter, Instagram, and YouTube, was cited most often as the "one to watch" in my conversations at the event.
Discussion Questions
What will mark the next development phase in social media? Does it make sense for brands and retailers to shift away from a Facebook-first strategy?
The answer is not one-size-fits all. Brands need to take a dynamic multi-pronged approach to social media. For example, Twitter is an ongoing up to the minute conversation. Treat it as such. That’s not what Facebook is, though. Brands need to fully understand how the targeted market uses each and every social medium and treat each medium with separate strategies.
Not having a crystal ball is indeed an annoyance at times, so predicting the next evolution in social media is anyone’s guess. That said it is incumbent upon each organization to not only plan for what is available among today’s channel options, but anticipate what may be around the next corner. And at the pace of change in this space, Facebook-first may not be right today … but it may be ideal tomorrow.
I believe that the combination of video, mobile, UGC, and high-quality imagery are fundamental for any brand. What comes next is entirely up to the reach and impression the brand wishes to make with its consumers, influencers, and retailers.
For those committed to successfully mining the opportunity, dedicating resources to watch, learn, and experiment is not an option.
There will be a big shift to personalizing content through the consumer’s social media channel of choice, be it Facebook, Twitter, etc. Mobile will make a bigger and bigger difference in how companies market. Not sure what the next Facebook will be, but there will be a new technology or channel that we have no idea exists that will help us reach and engage our consumers.
Figuring out social media, particularly graphics sites like Pinterest, will be key to reaching younger consumers, who’ll be furnishing homes and making large purchases. I’m working with a well-known software mogul to launch his new platform, which allows companies to capture relevant content from other platforms. Watch this space—we’re just at the cusp of what brands are going to be able to do with social media.
With the speed of technology along with the volume of ideas, who knows what’s next and when. My thoughts on this are, retailers must always have their fingers on the pulse and be ready to move. Retailers must also understand their customers, know which media they are using, how, and what their expectations from the brand are.
With new social channels popping up daily, and with there still being hundreds available with which to participate, I believe the dust needs to settle just a bit to see which will be the long-term winners… just like Beta vs. VHS, LOL. (Ugh, I’m old.)
Facebook still is the 800-lb gorilla… for now. Remember, for now, a CPG Brand has the most likes on Fb, not Lady Gaga. So, although some big brands have chosen to abandon Fb, I wouldn’t throw the baby out with the bath water just yet. (UGH! I’m REALLY old.)
Brands need to stay close to new trending channels as they emerge. The more presence your brand has, the better awareness it will get. It’s as simple as that.
I agree with David Biernbaum’s comment. I would just add that it also depends on what it is you’re marketing. Depending on whether you’re selling a hardline product, a service, or soft goods that can be downloaded, your online marketing will differ.
Facebook and Twitter are great for consumer products (I would add Pintrest to that mix). But social media marketing requires a multi-pronged approach. It includes not only selling your product, but social networking and determining your social relevance and reputation. Way too often I see various marketing techniques all bundled under the umbrella of “social media.” The truth is, that is far too generic a phrase to describe everything that is going on in that space today.