Tag Archives: strategy

A Golden Rule Going Social with Social Media

6 Mar

When asked what the business rules about Social Media are, I am stupefied. I tried high and low to search what there is about such “rules” and even attempted to define what such rules are by labeling them “always-never” business rules.

I realized I cannot know what the Social Media business rules are.

There are numerous guides, experiences, recommendations, and great stories about successful ventures using Social Media. But it seems to me, after searching, there are no rules. What there is are practices that have worked in particular fields of industries that have advanced faster in the use of it.

One such field is media marketing, akin to advertising which is in essence marketing communication.

However, Social Media do not comprise all of the Social Web and its technologies alone.  It denotes three general areas of the social sphere of the Web: relevancy (by strict definition, usefulness); networks (people); and last, the media as the communication vehicle of people to exchange or share objects that are meaningful among people–at a certain space of time at a certain location.

Digital strategist Mark Smiciklas of Intersection Consulting depicts the social media as the tactic and mere tip of the Social Media Iceberg. He has combined the aspects of business, people, and efficacy of social media into a strategy framework–a balanced scorecard that stacks up a range of activities in the entire social media value chain.

Social Media Iceberg presented by Mark Smiciklas | Intersection Consulting

Social media tactics are merely the tip of the iceberg | Mark Smiciklas | Intersection Consulting

What lies underneath the use of  social media are strategic components to make the media work: how it really can work with people and how people must work it up.

Organizations that adopt social media may employ the best and brightest people. A lot has done it. And many businesses have deployed good social media marketing efforts.  But in many other organizations, people and strategy may be hamstrung by their own organizational inertia, multilayered hierarchies, cumbersome decision processes, lack of focus, setting off-tangent or mis-aligned goals, or simply having little perspective to tackle the complexities to take on a culture that promotes successful use of Social Media: being open or cutting across function silos.

Social media marketing efforts succeed because they are driven by marketers. That has always been the way advertising works. At a future state of maturity of Social Media in business,  however, gatekeepers of product or brand management may become at a certain point the bottleneck in catapulting the true potential of Social Media.

Book author David Vinjamuri, president of  ThirdWay Brandtrainers, states in his article “Want to Open a Dialogue with Consumers? Start from Within” that the challenge for many organizations is that in the last decade, digital and interactive media [social media in today’s guise], was often “greenhoused”–assigned to a small group with an independent budget.

Acting like media networks, with marketing akin to it, groups within companies who “own the media networks” come flat without real great block-timer shows to put up. There are always the social media actuators but with few social media actors.

Following the traditional media network mind set: while there might be producers of  ” shows” on social media, the shows must have a good concept, a compelling script, a campaign-able story line, and the most important component of all to have great actors who will portray the heart and soul of the story.

An audience to such great shows attach themselves to the actors–seldom with the backstage or production people–even with the show’s directors or producers.

The big difference though between media network shows and a social media “show” is in social media story, producer, writer, director and actor can be one and the same–whether they be people within an organization, or corporations, or individuals like you and me.

In his book Accidental Branding: How Ordinary People Build Extraordinary Brands, David Vinjamuri underscores the singularity of  brands’ stories as told by its creators. Such moving stories create new meanings as stories are passed from one audience to another. Audience becomes storyteller themselves. And on and on can stories ripple out to people who will build upon these brands’ new contexts and relevance.

In all so far that I have observed, nameless people are the true actors, our storytellers and audience at the same time, on Social Media–in their own contexts of space, time, and with their own things or stories to share.

There is not one shoe that fits. People are the Golden Rule of Social Media.

My appreciation to Mark Smiciklas for allowing me to use his Social Media Iceberg. And to David Vinjamuri who has inspired  me via his book and insights about Social Media in marketing.

“Always-Never” Business Rules of Social Media [Marketing]

19 Feb

taxi-drivers-wanted-morten-gade-flickr (19Feb2011)

We need more taxi drivers for social media | Flickr | Morten Gade

Using social media is like running a taxi company. Far an analogy it may seem, understanding how bus companies operate will define why businesses and organizations today may not be getting the desired return on the investments they made or about to make with social media marketing.

Stephan H. Haeckel’s book, Adaptive Enterprise, outlines how bus companies are make-and-sell businesses. Based on commuter volume, buses run day after day along the same thoroughfares and pick up passengers on the same stops. Company dispatchers decide what routes the buses will take, instruct drivers where to stop, how long a stop will take, and schedule the bus runs for the day.

Bus drivers do not even need to know where their passengers are going. In fact, they do not need passengers at all to do their jobs well. They merely have to drive the bus on time safely along the same route every day.

An efficient taxi company shares the characteristics of a business that uses social media. Taxi drivers go where they can pick up passengers, bring them to their destinations, and likely take the fastest route skirting traffic to get to where he is instructed by the passenger to go.

A taxi company dispatches its drivers to customer-moving capabilities. The drivers then respond to customer requests thus they are empowered to fulfill those requests.

Unlike bus drivers, taxi drivers need to know information about what the passenger need—the “I need to be at the central business district in half an hour for a meeting”—then only will the driver put his knowledge about the fastest route to take and practice his driving skills to be able to meet the customer’s need.

Possibly during the 30-minute ride, passenger and driver may even strike a conversation about what matters to both of them. The taxi driver and his taxi company then operate as a sense-and-respond entity—not only meeting the particular customer need but also starting a relationship with the passenger.

Day after tomorrow the same passenger might likely call on the same taxi company, even request for the same taxi driver.

Where do the bus and taxi companies and their drivers point us to?

Business paradigms and processes need to shift with use of social media.

In the early days of the Web, it was—as it still is now with some organizations—seen as a medium where once printed materials such as books were digitized, they were good to deliver online to an audience who would read the materials in a browser. It was literally transposing leafing through book pages with a hyperlink. Or uploading a digital copy of a book to an online  retail bookstore, placed on a shelf where the book will wait to be viewed and checked out by a customer.

Publishers, writers, editors, book designers, art and print production people, and all the way to the entire value chain of distribution and marketing still practice the same analog workflow and do not adopt business processes that will offer them improvements and desired outcomes going digital and online and social.

The same is true with television as a broadcast medium. When the first regularly scheduled television service in the U.S. began in 1928, there was but one channel. Several TV broadcast experiments were simultaneously being done toward the end of that decade. Most of these programs were voice-oriented radio broadcasts or showing of motion picture films that mimicked theater plays.

No more can be gleaned from how we are using social media in its infantile stages today. In a previous post RVBello postulated that media marketing dominates the channels of communication and forgets about all that matters about using social technologies.

The Social Media Business Rules

What then should we always and never repeat from our history of using communication and information technologies?

“Always-Never” Business Rule #1: Social media is a marketer’s activity. Findings from the 2011 Digital Marketing Outlook Survey conducted in late 2010 by the Society of Digital Agencies (SoDA) and AnswerLab show that we are at first instance enamored with tools, outlets, and platforms to use. None, if not few of the respondents, placed a premium on any other aspect of business but marketing communication and technology.

Digital Media Marketing Outlook Survey Responses about use of social media tools

In this one survey question about use of social media tools, the most important aspect of going social–investments in people, our taxi drivers, and business processes with aid of technologies, our taxi units–were not on the radar screens of brand marketers, agencies, and technologists.

People within business companies or organizations are the key driving force in employing social media.

What gives? Are we to see a pathway for social media where while we talk social, we factor less our taxi drivers?

The next “always-never” business rules in succeeding posts.

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