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

Embed:

Moderator

Beth Harte

twitter: @bethharte

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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@silverhallide Me Too, still love my Mamiya 7II and Fuji Acros and Neopan! #sm54
Posted by: @andrewmueller - 04/06/2010 01:25:04 PM
@AndrewMueller thanks. I still shoot b/w film, I am a holdout. Stuff is online color & b/w: http://bit.ly/cJlaF3 #sm54
Posted by: @silverhallide - 04/06/2010 01:24:03 PM
RT @jasonbreed As always, full transcript available here http://hashtagsocialmedia.com/event/54 in case you missed anything #sm54
Posted by: @socialmediafltr - 04/06/2010 01:22:01 PM
RT @BethHarte: #SM54 - Q3: What are best practices for cooperating traditional marketing with social media marketing? Where have you seen success/failure?
Posted by: @rsazevedo - 04/06/2010 01:20:01 PM
RT @Marc_Meyer: To follow everyone that particiapted today, Go 2 our site http://bit.ly/9Dwv0m & click on the red "big follow" button. #Sm54
Posted by: @anoop_sahgal - 04/06/2010 01:18:03 PM
RT @marketwire: SMM and traditional mkting will not replace one another. They have to be complimentary and integrated w/co objectives. #sm54
Posted by: @saraljeffers - 04/06/2010 01:18:03 PM
Great #sm54 convo by @MaryAnnHalford @ActiveIngreds @karenswim @lauraN546 @myerman @jebworks & all - especially moderator @BethHarte
Posted by: @sharonmostyn - 04/06/2010 01:17:03 PM
To follow everyone that particiapted today, Go 2 our site http://bit.ly/9Dwv0m & click on the red "big follow" button. #Sm54
Posted by: @Marc_Meyer - 04/06/2010 01:16:01 PM
@JEBworks Expense of meetings, facilities, etc. removed from gross profit to get net profit portion of ROI. ROI=net profit/investment #sm54
Posted by: @sharonmostyn - 04/06/2010 01:14:02 PM
Thanks everyone, enjoyed this time with talented thinkers!#sm54
Posted by: @karenswim - 04/06/2010 01:13:03 PM
@techguerilla You would have loved it too! #sm54
Posted by: @andrewmueller - 04/06/2010 01:12:03 PM
@Marc_Meyer arggh, can't believe I missed #Sm54 . Was one of my fave topics.
Posted by: @techguerilla - 04/06/2010 01:11:02 PM
Thanks to @bethharte @marc_meyer @jasonbreed and all who participate in #sm54, you all rock my Tuesday mornings!
Posted by: @andrewmueller - 04/06/2010 01:11:02 PM
@BethHarte Nice seeing you today Beth. Thanks everyone. Always a great conversation here. #sm54
Posted by: @abarcelos - 04/06/2010 01:10:02 PM
Agree! RT @ryanoburch: #Sm54 is like a firehose of good mktg ideas & best practices. Thanks
Posted by: @Marc_Meyer - 04/06/2010 01:10:02 PM
@MaryAnnHalford : and you my friend! thanks for the compliment. #sm54
Posted by: @karimacatherine - 04/06/2010 01:09:03 PM
Thanks for RTs and great convo today @elhoust @andrewmueller @maryannhalford @jenhale @karimacatherine @themaria #socialmedia #sm54
Posted by: @JoeKikta - 04/06/2010 01:09:03 PM
@BethHarte Thanks for the interaction today. GREAT discussion! I appreciate your perspective. #sm54
Posted by: @stepmorgan - 04/06/2010 01:09:03 PM
RT @Marc_Meyer: FYI, Next weeks #socialmedia tweetchat will be hosted by @tacanderson #sm54 #sm55
Posted by: @ActiveIngreds - 04/06/2010 01:09:03 PM
.@Marc_Meyer Just a Marketer, it is a given that when marketing social channels are considered and used when appropriate #sm54
Posted by: @andrewmueller - 04/06/2010 01:08:03 PM
Thanks @BethHarte, @marc_meyer and @jasonbreed. What a terrific event! #sm54
Posted by: @jodiontheweb - 04/06/2010 01:08:03 PM
RT @Marc_Meyer: FYI, Next weeks #socialmedia tweetchat will be hosted by @tacanderson #sm54 #sm55
Posted by: @CathyWebSavvyPR - 04/06/2010 01:08:03 PM
RT @wvpmc: @bethharte bouquets of geraniums, as always, + thx to @Marc_Meyer + @jasonbreed for organizing this stellar chat each week! #sm54
Posted by: @ActiveIngreds - 04/06/2010 01:08:03 PM
#Sm54 is like a firehose of good mktg ideas and best practices. Thanks @bethharte @marc_meyer @jasonbreed & everyone else!
Posted by: @ryanoburch - 04/06/2010 01:08:03 PM
This was productive. Thanks. #sm54
Posted by: @erichayward - 04/06/2010 01:07:03 PM
@bethharte bouquets of geraniums, as always, + thx to @Marc_Meyer + @jasonbreed for organizing this stellar chat each week! #sm54
Posted by: @wvpmc - 04/06/2010 01:07:03 PM
FYI, Next weeks #socialmedia tweetchat will be hosted by @tacanderson #sm54 #sm55
Posted by: @Marc_Meyer - 04/06/2010 01:07:03 PM
@BethHarte Thanks for moderating. Another stimulating session. #SM54
Posted by: @jebworks - 04/06/2010 01:07:03 PM
@stepmorgan I am a marketer... I have done prod. development, pricing, distribution & promotion. All aspects... Not sure about others. #SM54
Posted by: @BethHarte - 04/06/2010 01:07:03 PM
@BethHarte thxs Beth for the moderating and good questions #sm54
Posted by: @robpetersen - 04/06/2010 01:07:03 PM
@BethHarte Nyet. The #brand job is to TELL the customer why it should be perceived as the only solution. Users want to be educated. #SM54
Posted by: @brandingexpert - 04/06/2010 01:07:03 PM
@silverhallide I love your twitter handle, do you still shoot b/w film? #sm54
Posted by: @andrewmueller - 04/06/2010 01:06:03 PM
As always, full transcript available here http://hashtagsocialmedia.com/event/54 in case you missed anything #sm54
Posted by: @jasonbreed - 04/06/2010 01:06:03 PM
Thanks @BethHarte for moderating a great convo! Thanks @marc_meyer @jasonbreed for hosting! Always a win! #sm54
Posted by: @themaria - 04/06/2010 01:06:03 PM
Thanks to @BethHarte for moderating the #SM54 chat - sorry I popped in late.
Posted by: @CathyWebSavvyPR - 04/06/2010 01:06:03 PM
Thanks, @bethharte for moderating today's #sm54
Posted by: @JoeKikta - 04/06/2010 01:06:03 PM
@andrewmueller Yes. It will become as unnecessary as saying "web marketing." Or worse, sound anachronistic like "e-" "net" "global." #sm54
Posted by: @erichayward - 04/06/2010 01:05:03 PM
Thx for the gre8 #sm54 chat: @BethHarte @JoeKikta @karenswim @AndrewMueller @karimacatherine @Marc_Meyer @jasonbreed @CathyWebSavvyPR
Posted by: @elhoust - 04/06/2010 01:05:03 PM
@Marc_Meyer @jasonbreed Thanks for having me as a moderator today! As always, it's a pleasure to chat w/super smart folks. :) #SM54
Posted by: @BethHarte - 04/06/2010 01:05:03 PM
RT @MaryAnnHalford: @karimacatherine companies will need more folks like you! #sm54
Posted by: @ActiveIngreds - 04/06/2010 01:05:03 PM
@bethharte Great conversation today. Thanks for your help. #sm54
Posted by: @stepmorgan - 04/06/2010 01:05:03 PM
yes! RT @karenswim: Thanks @BethHarte for moderating! #sm54
Posted by: @ActiveIngreds - 04/06/2010 01:05:03 PM
Q4 someone at #SESNY showed Social Media traffic being steady over time, w/ spikes of traffic after traditional media hits #sm54
Posted by: @CathyWebSavvyPR - 04/06/2010 01:05:03 PM
Q4: It should be integrated but many cos think SMM is "turn key" so if separate dept advance use/experience, it's a good thing #sm54
Posted by: @robpetersen - 04/06/2010 01:05:03 PM
Thanks @BethHarte for moderating! #sm54
Posted by: @karenswim - 04/06/2010 01:04:02 PM
RT @jsandford: Amen ... RT @BethHarte: I am a marketer. Plain and simple... No fancy adjectives. At least that's what I call myself. Titles may vary. #SM54
Posted by: @ryanoburch - 04/06/2010 01:04:02 PM
Hey..Mad props to @bethharte, she has to jump but she nailed it as usual. Always solid convo & brings it. #sm54 #socialmedia
Posted by: @Marc_Meyer - 04/06/2010 01:04:02 PM
@karimacatherine companies will need more folks like you! #sm54
Posted by: @MaryAnnHalford - 04/06/2010 01:04:02 PM
who ever said that traditional marketing has no role? different audiences, different needs #sm54
Posted by: @firebelly - 04/06/2010 01:04:02 PM
@karimacatherine Agreed, I am also for abolishing the term "Social Media" as it creates another distinction the limits understanding #sm54
Posted by: @andrewmueller - 04/06/2010 01:04:02 PM

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Moderator

@stepmorgan I am a marketer... I have done prod. development, pricing, distribution & promotion. All aspects... Not sure about others. #SM54

@Marc_Meyer @jasonbreed Thanks for having me as a moderator today! As always, it's a pleasure to chat w/super smart folks. :) #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...

@brandingexpert That said, I think marketers would be wise to ask "What does our brand mean to you" vs. This is our brand. #SM54

@brandingexpert I think prods/svrcs should be built w/a mkt in place, I think brand messaging can be internal. All else, external. #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

@wvpmc Indeed...and what's that worth in brand value, right? Do you think companies measure or appreciate that Wendy? #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

RT @ryanoburch: ROI can also include the money a company SAVES by utilizing social media. (Great point, $$ saved works too!) #SM54

@jebworks @JoeKikta Unfortunately, the only number management cares about is ROI. If I outlaid $XX, how much did I make in return? #SM54

@iBridgeforth Hey Ian! Thanks for popping in to #SM54. Good luck with that deadline... :)

@ActiveIngreds 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

@jebworks How else do you measure ROI if not by financial terms? It's a financial term/calculation. Interested in your exps there. #SM54

@ActiveIngreds Yep...can and should it be measured like traditional marcom tactics. #SM54

#SM54 - Q3: What are best practices for cooperating traditional marketing with social media marketing? Where have you seen success/failure?

@andrewmueller 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

RT @andrewmueller 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

@jsandford Yep, agreed... #SM54

@karimacatherine Welcome...you're never too late to chime in! :) #SM54

@JoeKikta 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

@steve_hartley That is SUCH a great point! Why is management expecting ROI/measurement for Social Media, but NOT trad. marketing? #SM54

@foiledcupcakes I'd like some physical evidience right now... Make it red velvet, please. ;-) #SM54

@rsazevedo Yep, traditional marketing like product development, pricing, promotion (ads, TV, radio, etc.). #SM54

@stepmorgan Marketing does not equal advertising...advertising is just a subset of marketing promotion. :) #SM54

@foiledcupcakes My point was "marketing, marketing." i.e. product dev, pricing, distribution, etc. You do that too... :) #SM54

#SM54 Q2: Can marketers be as accountable with social media marketing as traditional marketing?

@jsandford And that my friend is why I dislike the term "SM Mktg." Just like "direct marketing" "email marketing." It's all marcom! #Sm54

@wvpmc @MaryAnnHalford I define "non-marketers" as those who play marketers on Twitter. ;-) Not to be rude, but ppl w/no mktg exp. #SM54

RT @KellyeCrane: Knowing SM tools vs understanding marketing are very different. Too many co's forget this when hiring consultants #SM54

@rsazevedo Social Media... #SM54

@guhmshoo Nope. The customer doesn't care. The ONLY thing the customer cares about is NOT having to work to get the message. #Sm54

@Marketwire For me, PR and communications is part of the "Promotion" P. And as an integrated mktr, it's important they all play nice. #SM54

@jeremyvictor Take for example, @FoiledCupcakes. They use social media for all marketing communications. But that's not ALL marketing. #SM54

@jeremyvictor Really? Interesting. So, they wouldn't have any prods/srvs, pricing, distribution, but could thrive w/just SM? How so? #SM54

@robpetersen 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

Q1: The other thing I notice is that a lot of "non-marketers" are playing in the "social media marketing" space. Pros? Cons? #SM54

Q1: Let's not confuse "marketing communciations" with trad. marketing. What about prod. dev, pricing, etc.? Will SM replace that? #SM54

@themaria Billboards are a great example...can they add a social element? i.e. a "Follow Us on Twitter..." line. Sure, why not! #SM54

@Marc_Meyer I think most consumers/customers aren't on the Internet looking for what they don't know. Trad. marcom is vital there #SM54

RT @elhoust: I think the strength in mktg, is using both in an integrated approach, aligning to overall goals. #sm54 (Indeed...)

@Shanan_S Hmmm, I don't see traditional marketing at "talking at." Sure, marcom maybe, but 'real' market-oriented mktg talks to custs. #SM54

#SM54 Q1: Is SMM on its way to replacing traditional marketing? What do you think?

Hey everyone! Thanks for joining #SM54 today... :)