This Town's Not Big Enough For The Two of Us: Social Media Marketing (SMM) vs. Traditional Marketing


TOPIC QUESTIONS
Q1) Is SMM on its way to replacing traditional marketing?
Q2) Can marketers be as accountable with SMM as traditional marketing?
Q3) What are best practices for cooperating traditional marketing with SMM?
   Event Details
Event Date:
     2010-04-06
Event Time:
     12PM - 1 PM EST
Participants:
     72
Tweets:
     512


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Moderator
beth-harte-2010.jpg
Beth Harte
twitter:
web: www.theharteofmarketing.com
BIO: Beth Harte is a marketer, blogger, speaker, communicator, thinker, connector (people & dots), adjunct professor and Sr. Subject Matter Expert, Digital Marketing at Serengeti Communications. Beth started her marketing and communications career many moons ago when companies barely had e-mail and websites. She experienced Web 1.0 first hand, which was followed by a mad dash towards integrated marketing communications and SEO/SEM. Today, Beth is act ...more
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  • This is your 15-minute bathroom notice for #sm54 with at noon EDT | http://bit.ly/cOx8A9
    Posted by: - 04/06/2010 11:47:02 AM
  • Jumping on #sm54 in a minute. hosting. Get on it.
    Posted by: - 04/06/2010 12:00:01 PM
  • Time to hand today's tweetchat over to who btw, was our very 1st host, Honored to have her back #sm54 #socialmedia
    Posted by: - 04/06/2010 12:00:01 PM
  • Am checking in from Miami to participate - looking forward to moderating #sm54
    Posted by: - 04/06/2010 12:01:03 PM
  • Hi MaryAnn! Good to see you on #sm54 - hope the weather in Miami is beautiful!
    Posted by: - 04/06/2010 12:02:03 PM
  • Took care of business per 's recommendation - let the #sm54 fun begin! Hi all!
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  • Hey everyone! Thanks for joining #SM54 today... :)
    Posted by: - 04/06/2010 12:03:03 PM
  • Excited to join today's #socialmedia trad'l vs. SocMe mktg discussion, moderated by . Always find value in her tweets. #sm54
    Posted by: - 04/06/2010 12:03:03 PM
  • Great to have moderating once again. FACT: she was our 1st moderator when all this started over 1yr ago. Big Props! #sm54
    Posted by: - 04/06/2010 12:04:02 PM
  • it is - but it is beautiful in NY - here for a one day biz trip and this is fortuitously my one break! #sm54
    Posted by: - 04/06/2010 12:04:02 PM
  • Apparently you're becoming the Christopher Walken of #socialmedia chat. Welcome back. ;-) #sm54 #sm54
    Posted by: - 04/06/2010 12:04:03 PM
  • thinking twitter chats are becoming your geolocation app! weren't you tweeting from a taxi last week? #sm54
    Posted by: - 04/06/2010 12:05:03 PM
  • #SM54 Q1: Is SMM on its way to replacing traditional marketing? What do you think?
    Posted by: - 04/06/2010 12:05:03 PM
  • Great to have moderating once again. FACT: she was our 1st moderator when all this started over 1yr ago. Big Props! #sm54
    Posted by: - 04/06/2010 12:05:03 PM
  • it is - but it is beautiful in NY - here for a one day biz trip and this is fortuitously my one break! #sm54
    Posted by: - 04/06/2010 12:05:03 PM
  • Q1. Television didn’t replace radio. It became another tool in the toolbox. SMM can add to the mix. #SM54
    Posted by: - 04/06/2010 12:06:02 PM
  • Q1. The dichotomy may exist because the approaches are so different. Talking with vs. at #SM54
    Posted by: - 04/06/2010 12:07:03 PM
  • Q1: I don't think tht SMM will replace trad'l mktg all together. Might B some cases, but best 2 use an integrated approach. #sm54
    Posted by: - 04/06/2010 12:07:03 PM
  • RT : RT : #SM54 Q1: Is SMM on its way to replacing traditional marketing? What do you think?
    Posted by: - 04/06/2010 12:07:03 PM
  • welcome back Beth #sm54
    Posted by: - 04/06/2010 12:07:03 PM
  • yes I was tweeting from a taxi - now from a hotel room - wish it was from the pool though! #sm54
    Posted by: - 04/06/2010 12:07:03 PM
  • RT : #SM54 Q1: Is SMM on its way to replacing traditional marketing? What do you think?
    Posted by: - 04/06/2010 12:07:03 PM
  • With people spending more and more time online and people ignoring/fast-fwding thru traditional ads it is certainly shifting #sm54
    Posted by: - 04/06/2010 12:08:03 PM
  • Q1 SMM is complimentary to traditional marketing, it is another communications channel to brand/market through #sm54
    Posted by: - 04/06/2010 12:08:03 PM
  • I think that might be a collective impression/perception #SM54
    Posted by: - 04/06/2010 12:08:03 PM
  • SMM replacing TM would just be shifting one narrow-focused approach to another. Balance is key. #sm54
    Posted by: - 04/06/2010 12:09:03 PM
  • Q1 #SM54 SMM is simply another marketing channel. The skill is in knowing when and how to use this channel.
    Posted by: - 04/06/2010 12:09:03 PM
  • Hmmm, I don't see traditional marketing at "talking at." Sure, marcom maybe, but 'real' market-oriented mktg talks to custs. #SM54
    Posted by: - 04/06/2010 12:09:03 PM
  • Q1 as technology evolves, leading edge marketing takes advantage of new opps - others follow, some hide heads in the sand #sm54
    Posted by: - 04/06/2010 12:09:03 PM
  • #sm54 Q1 #socialmedia won't replace traditional mktg anytime soon because some companies will still try to "buy" consumer rather than engage
    Posted by: - 04/06/2010 12:09:03 PM
  • Video didn't kill the radio star - Twitter is bringing people together in Tweetups - SMM won't kill existing Marketing. #SM54
    Posted by: - 04/06/2010 12:09:03 PM
  • To an extent. It's still in consumer brand's interest to get its' product marketed traditionally #sm54
    Posted by: - 04/06/2010 12:09:03 PM
  • #sm54 Q1 - Sequoia's Mark Kvamme [] made a preso saying this @ OMMA on 3/17 http://bit.ly/blc1fm
    Posted by: - 04/06/2010 12:09:03 PM
  • Traditional marketing, from what I see, is still a one-way convo. #SM54
    Posted by: - 04/06/2010 12:10:04 PM
  • you can no longer be a traditional marketer - times require integrated marketers #sm54
    Posted by: - 04/06/2010 12:10:04 PM
  • RT : Q1 SMM is complimentary to traditional marketing, it is another channel #sm54
    Posted by: - 04/06/2010 12:10:04 PM
  • Q1. Social media "adds a dimension" to traditional media doesn't replace it. Some traditional media is still very effective. #sm54
    Posted by: - 04/06/2010 12:10:05 PM
  • Completely agree. I think the strength in mktg, is using both in an integrated approach, aligning to overall goals. #sm54
    Posted by: - 04/06/2010 12:10:05 PM
  • We've seen a shift in traditional because of SM, but SM can't survive on its own. Must be integrated to achieve biz goals. #sm54
    Posted by: - 04/06/2010 12:10:05 PM
  • But internet will replace both RT : TV didn’t replace radio. It became another tool in the toolbox. SMM can add to the mix. #SM54
    Posted by: - 04/06/2010 12:10:05 PM
  • #SM54 Q1: SMM and trad. marketing have to go hand in hand. There will always be a need for the mass reach that trad. marketing provides.
    Posted by: - 04/06/2010 12:10:05 PM
  • Can you be traditional as a marketer today? People's expectations have changed, requires you to follow suite #sm54
    Posted by: - 04/06/2010 12:10:05 PM
  • SMM and traditional mkting will not replace one another. They have to be complimentary and integrated w/co objectives. #sm54
    Posted by: - 04/06/2010 12:11:02 PM
  • YES >RT : I think the strength in mktg, is using both in an integrated approach, aligning to overall goals. #sm54
    Posted by: - 04/06/2010 12:11:02 PM
  • RT : Integrated marketing communications is the way to go. All the channels to get to the customer - who is at the center. #sm54
    Posted by: - 04/06/2010 12:11:02 PM
  • RT : SMM replacing TM would just be shifting one narrow-focused approach to another. Balance is key.
    Posted by: - 04/06/2010 12:11:02 PM
  • Q1 I do not agree with Mark Kvamme and wrote so on my blog re: whether traditional adv will replace SMM http://bit.ly/aWDcgy #sm54
    Posted by: - 04/06/2010 12:11:02 PM
  • Definitely agree! RT SMM is complimentary to traditional marketing, it is another communications channel... #sm54
    Posted by: - 04/06/2010 12:11:02 PM
  • #SM54 Q1: I think not. I work in mailing. We've seen decrease in work, but mail still used to introduce biz and retain customers
    Posted by: - 04/06/2010 12:11:02 PM
  • #SM54 Q1: I think replace is the wrong term- SMM will continue to SUPPLANT traditional means but there is room for all
    Posted by: - 04/06/2010 12:11:02 PM
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Moderator
Hey everyone! Thanks for joining #SM54 today... :)
#SM54 Q1: Is SMM on its way to replacing traditional marketing? What do you think?
Hmmm, I don't see traditional marketing at "talking at." Sure, marcom maybe, but 'real' market-oriented mktg talks to custs. #SM54
RT : I think the strength in mktg, is using both in an integrated approach, aligning to overall goals. #sm54 (Indeed...)
I think most consumers/customers aren't on the Internet looking for what they don't know. Trad. marcom is vital there #SM54
Billboards are a great example...can they add a social element? i.e. a "Follow Us on Twitter..." line. Sure, why not! #SM54
Q1: Let's not confuse "marketing communciations" with trad. marketing. What about prod. dev, pricing, etc.? Will SM replace that? #SM54
Q1: The other thing I notice is that a lot of "non-marketers" are playing in the "social media marketing" space. Pros? Cons? #SM54
Hmm, social media isn't limited by time/space? What if it's a limted time offer via a social channel? That's limited, no? #SM54
Really? Interesting. So, they wouldn't have any prods/srvs, pricing, distribution, but could thrive w/just SM? How so? #SM54
Take for example, . They use social media for all marketing communications. But that's not ALL marketing. #SM54
Nope. The customer doesn't care. The ONLY thing the customer cares about is NOT having to work to get the message. #Sm54
For me, PR and communications is part of the "Promotion" P. And as an integrated mktr, it's important they all play nice. #SM54
RT : Knowing SM tools vs understanding marketing are very different. Too many co's forget this when hiring consultants #SM54
Social Media... #SM54
I define "non-marketers" as those who play marketers on Twitter. ;-) Not to be rude, but ppl w/no mktg exp. #SM54
#SM54 Q2: Can marketers be as accountable with social media marketing as traditional marketing?
And that my friend is why I dislike the term "SM Mktg." Just like "direct marketing" "email marketing." It's all marcom! #Sm54
I define "non-marketers" as those who play marketers on Twitter. ;-) Not to be rude, but ppl w/no mktg exp. #SM54
My point was "marketing, marketing." i.e. product dev, pricing, distribution, etc. You do that too... :) #SM54
Marketing does not equal advertising...advertising is just a subset of marketing promotion. :) #SM54
Marketing does not equal advertising...advertising is just a subset of marketing promotion. :) #SM54
That is SUCH a great point! Why is management expecting ROI/measurement for Social Media, but NOT trad. marketing? #SM54
I'd like some physical evidience right now... Make it red velvet, please. ;-) #SM54
Yep, traditional marketing like product development, pricing, promotion (ads, TV, radio, etc.). #SM54
I don't think marketers have been accountable...that's why we all get laid off first. We don't show our value, unfortunately #SM54
Welcome...you're never too late to chime in! :) #SM54
Yep, agreed... #SM54
RT Mktg often takes the heat b/c much of its effect is hard to measure in the short term. Impact often comes over time #sm54
It's the 'latency effect' that mktrs and mgmt don't account for. No leads in 15 days?! Rip it all down & start over! #SM54
#SM54 - Q3: What are best practices for cooperating traditional marketing with social media marketing? Where have you seen success/failure?
Yep...can and should it be measured like traditional marcom tactics. #SM54
How else do you measure ROI if not by financial terms? It's a financial term/calculation. Interested in your exps there. #SM54
Depends on what your boss is looking for. There is a lot to be measured w/SM. ROI & Mktg can be tricky, but doable. #SM54
Hey Ian! Thanks for popping in to #SM54. Good luck with that deadline... :)
Unfortunately, the only number management cares about is ROI. If I outlaid $XX, how much did I make in return? #SM54
RT : ROI can also include the money a company SAVES by utilizing social media. (Great point, $$ saved works too!) #SM54
At the end of the day, "outside-in" thinking is necessary. How do our customers want to receive info? Where to 'they' go? No guessing! #SM54
At the end of the day, "outside-in" thinking is necessary. How do our customers want to receive info? Where to 'they' go? No guessing! #SM54
Indeed...and what's that worth in brand value, right? Do you think companies measure or appreciate that Wendy? #SM54
#SM54 Q4: Do you think it's important for mktrs to have trad. marcom & SM exp. to be successful? Will cos. look for BOTH (integrated)? #SM54
I think prods/svrcs should be built w/a mkt in place, I think brand messaging can be internal. All else, external. #SM54
That said, I think marketers would be wise to ask "What does our brand mean to you" vs. This is our brand. #SM54
I think prods/svrcs should be built w/a mkt in place, I think brand messaging can be internal. All else, external. #SM54
I need to jump off, but thanks for joining me today for #SM54! I can't believe it's the 54th one, I did #1 over 53 weeks ago! Time flies...
Thanks for having me as a moderator today! As always, it's a pleasure to chat w/super smart folks. :) #SM54
I am a marketer... I have done prod. development, pricing, distribution & promotion. All aspects... Not sure about others. #SM54