Social media AND...


TOPIC QUESTIONS
Q1) How should marketers approach weaving social media tactics into their marketing arsenal?
Q2) Why does blending social media improve the effectiveness of other tactics?
Q3) Which tactics have the most impact when combined with social media? (Think both digital and traditional)
   Event Details
Event Date:
     2010-07-20
Event Time:
     12PM - 1 PM EST
Participants:
     95
Tweets:
     929


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Moderator
adam-cohen.jpg
Adam Cohen
twitter:
web: http://adamhcohen.com
BIO: Adam is the lead strategist and founder of Rosetta’s Social Media practice (http://rosetta.com), focusing on building programs that treat social media tactics as informed strategies leveraging deeper understanding of a brand’s most valuable customers and prospects. Adam has over fifteen years of experience leveraging technology to drive and sustain business value for clients such as Coach, Borders, and EMC along with Fortune 1000 clients in a va ...more
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  • Join us in a 1/2hr #socialmedia chat w/ : "Weaving #Social Acrx Yr Company" Follow #sm69 or http://hashtagsocialmedia.com/blog
    Posted by: - 07/20/2010 11:39:02 AM
  • this is cool. me 2 RT : While Im hosting #SM69 today, can mute me w/ an app http://oneforty.com/tag/mute if u like ;) #sm69
    Posted by: - 07/20/2010 11:43:01 AM
  • RT : this is cool. me 2 RT : While Im hosting #SM69 today, can mute me w/ http://oneforty.com/tag/mute if u like #sm69
    Posted by: - 07/20/2010 11:46:01 AM
  • 1/2hr till #socialmedia chat w/ : "Weaving #Socialmedia into your digital marketing & across Your Co." #sm69
    Posted by: - 07/20/2010 11:48:01 AM
  • RT : 1/2hr till #socialmedia chat w/ : "Weaving #Socialmedia into your digital marketing & across Your Co." #sm69
    Posted by: - 07/20/2010 11:49:03 AM
  • Starts in 5 min RT #socialmedia chat w/ : "Weaving #Socialmedia into your digital marketing & across Your Co." #sm69
    Posted by: - 07/20/2010 11:54:01 AM
  • In 10 min. I'll be listening in as leads chat: "Weaving #Socialmedia into your digital marketing & across Your Co." #sm69
    Posted by: - 07/20/2010 11:54:01 AM
  • We'll start in 5 min. Talking about how #socialmedia, integrated with other forms of marketing, is greater than the sum of the parts. #sm69
    Posted by: - 07/20/2010 11:55:03 AM
  • Yay! Looks like TweetChat is working (fingers crossed) today for #sm69 with #sm69
    Posted by: - 07/20/2010 11:57:01 AM
  • Watch now...you just jinxed it! ;-) #sm69
    Posted by: - 07/20/2010 11:59:01 AM
  • RT : Well start in 5 min. Talking about how SM, integrated w/other forms of marketing, is greater than the sum of the parts. #sm69
    Posted by: - 07/20/2010 11:59:01 AM
  • Nooooooo....RT : Watch now...you just jinxed it! ;-) #sm69
    Posted by: - 07/20/2010 12:00:05 PM
  • hope you didn't jinx it... ;) #sm69
    Posted by: - 07/20/2010 12:01:04 PM
  • Kicking off #sm69 now at http://hashtagsocialmedia.com/live First question coming momentarily....
    Posted by: - 07/20/2010 12:01:04 PM
  • Starts in 5. RT I'm hosting #socialmedia tweetchat #SM69 @ 12pm ET on effectiveness of #SM w/ other tactics http://bit.ly/d8ePLr
    Posted by: - 07/20/2010 12:01:04 PM
  • Hey everyone at #sm69
    Posted by: - 07/20/2010 12:01:04 PM
  • Chicken Soup and SocMed Conversation. Who says Twitter is boring? #sm69
    Posted by: - 07/20/2010 12:02:04 PM
  • Q1) How should marketers approach weaving social media tactics into their marketing mix? #SM69
    Posted by: - 07/20/2010 12:02:04 PM
  • RT : Kicking off #sm69 now at http://hashtagsocialmedia.com/live First question coming momentarily.... #sm69
    Posted by: - 07/20/2010 12:02:04 PM
  • Aw Tom, you're the second person that has said that. It will work like a charm...just watch ;-) #sm69
    Posted by: - 07/20/2010 12:02:04 PM
  • RT : Q1) How should marketers approach weaving social media tactics into their marketing mix? #SM69
    Posted by: - 07/20/2010 12:03:24 PM
  • Q1: Start with biz goals & understanding where you audience is. What are you trying to achieve and what additional channels will help. #sm69
    Posted by: - 07/20/2010 12:03:25 PM
  • And I've found wifi [back home]. What's up #sm69?
    Posted by: - 07/20/2010 12:03:25 PM
  • hi guys its been a long time, may only be able to stay on for a short time, but happy to be here even if for only few! #sm69
    Posted by: - 07/20/2010 12:03:25 PM
  • like any tactic... where does it enhance, make sense vis a vis other channels. #sm69
    Posted by: - 07/20/2010 12:03:25 PM
  • I think you have to look internally at what you are actually capable of doing-resource wise #sm69
    Posted by: - 07/20/2010 12:04:03 PM
  • Q1: Create a social media strategy to understand how SM plays into overall company objectives. #sm69
    Posted by: - 07/20/2010 12:04:03 PM
  • RT : Q1: Start with biz goals & understanding where you audience is. What are you trying to achieve and what additional channels will help. #sm69
    Posted by: - 07/20/2010 12:04:03 PM
  • #sm69 re: Q1 - identify key messages & audience, then find appropriate SM channels
    Posted by: - 07/20/2010 12:04:03 PM
  • RT : Q1) How should marketers approach weaving social media tactics into their marketing mix? #sm69
    Posted by: - 07/20/2010 12:04:03 PM
  • Big Q, Mr. Cohen. I think the first thing to do, as always, is establish goals for social media, then look at tactics. #sm69
    Posted by: - 07/20/2010 12:04:03 PM
  • RT : Q1) How should marketers approach weaving social media tactics into their marketing mix? #SM69
    Posted by: - 07/20/2010 12:04:03 PM
  • SoMe = parts of the whole, both offline and online. I like it. :) #sm69
    Posted by: - 07/20/2010 12:05:04 PM
  • RT : SoMe should be extension of offline; offline should be extension of SoMe; campaigns should be fully integrated. #sm69
    Posted by: - 07/20/2010 12:05:04 PM
  • Avoid weaving social media into your marketing mix "just because" you have the skills and tools. It may not b right for ur mktg goal #sm69
    Posted by: - 07/20/2010 12:05:04 PM
  • SoMe should be extension of offline; offline should be extension of SoMe; campaigns should be fully integrated. #sm69
    Posted by: - 07/20/2010 12:05:04 PM
  • - good 2 c the 2 of you here :) #sm69
    Posted by: - 07/20/2010 12:05:04 PM
  • Q1. You have to think of your audience first and ask yourself if/how integrating social media enriches those relationships. #sm69
    Posted by: - 07/20/2010 12:06:03 PM
  • Glad you mentioned this. SM adoption should be suitable & complimentary. #sm69
    Posted by: - 07/20/2010 12:06:03 PM
  • A1: ensure you understand how your audience uses SM & what types of SM they use, integrate accordingly. #sm69
    Posted by: - 07/20/2010 12:06:03 PM
  • Great point! RT : Avoid weaving SoMe in mkting mix "just b/c" you have skills and tools. May not b right for ur mktg goal #sm69
    Posted by: - 07/20/2010 12:06:03 PM
  • agree (Q1) -> RT I think you have to look internally at what you are actually capable of doing-resource wise #sm69
    Posted by: - 07/20/2010 12:06:03 PM
  • I agree, goals before tactics for social media, but I also think bigger picture - overall mktg goals & objectives too #SM69
    Posted by: - 07/20/2010 12:06:03 PM
  • : Marketers should get educated as to what social media is;most trad mkter are scared of sm &don't see benefits #sm69
    Posted by: - 07/20/2010 12:06:03 PM
  • #SM69 Q1: Social media tactics need to be woven in right from the start. They can't be tacked on once an idea is already formed.
    Posted by: - 07/20/2010 12:07:03 PM
  • good to be here... :) #sm69
    Posted by: - 07/20/2010 12:07:03 PM
  • Good point RT : I think you have to look internally at what you are actually capable of doing-resource wise #sm69
    Posted by: - 07/20/2010 12:07:03 PM
  • Agree w/ that strategy for SoMe must include assessment of resources. #sm69
    Posted by: - 07/20/2010 12:07:03 PM
  • Absolutely. And review those mktg goals against overall business goals, too; it's all about alignment. #sm69
    Posted by: - 07/20/2010 12:07:03 PM
  • Great point. How would you recommend companies evaluate where tactics make sense? #SM69
    Posted by: - 07/20/2010 12:07:03 PM
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Moderator
We'll start in 5 min. Talking about how #socialmedia, integrated with other forms of marketing, is greater than the sum of the parts. #sm69
Kicking off #sm69 now at http://hashtagsocialmedia.com/live First question coming momentarily....
Q1) How should marketers approach weaving social media tactics into their marketing mix? #SM69
I agree, goals before tactics for social media, but I also think bigger picture - overall mktg goals & objectives too #SM69
Good point RT : I think you have to look internally at what you are actually capable of doing-resource wise #sm69
Great point. How would you recommend companies evaluate where tactics make sense? #SM69
For marketing goals, marketers need to first understand that social media provides new touchpoints in building customer relationships. #SM69
Great thought RE http://bit.ly/a7VbUw Understanding audience needs, wants is key - do they want to interact via SM vs other? #SM69
Well put RT There is a place for social media in every Co's digital mktg. mix-the tough part is not taking the easy route. #sm69
RT : We talk too much about "doing SoMe," but 1st need to ask why? what's goal? How does it amplify/enhance are efforts? #sm69
Makes a great point about how doing research (for social, plus I'd argue for more trad'l mkt research) is important. #SM69
Makes a great point about how doing research (for social, plus I'd argue for more trad'l mkt research) is important. #SM69
It's time co's revisit "social media strategy" - isn't it a subset/extension of a customer relationship strategy? #SM69
RT : Business is about serving people. SM is about strategically extending to serve people Wrap the strategy around that #sm69
RT : Marketers should 'whiteboard' all of their marketing channels before every campaign, and connect the dots according to desired result #sm69
It's time co's revisit "social media strategy" - isn't it a subset/extension of a customer relationship strategy? #SM69
I agree SocMe can be an acq vehicle, but should be integrated with other acquisition tactics too (more on that in Q3) #SM69
I agree SocMe can be an acq vehicle, but should be integrated with other acquisition tactics too (more on that in Q3) #SM69
Great feedback on Q1. Let's shift gears to talk more about blending social media with other mkting tactics. Q2 coming shortly... #SM69
For folks suggesting not to ignore other areas of biz (Cust svc, PR, etc) - I agree! However within marketing...(Q2 coming) #sm69
Q2) Why does blending social media improve the effectiveness of other tactics? #sm69
well put - extending the conversation on top of other mktg vehicles gives meaning for customers #sm69
well put - extending the conversation on top of other mktg vehicles gives meaning for customers #sm69
Throwing a monkey wrench as an example: Social media improves performance of PPC as a tactic according to study http://bit.ly/aCpi4F #SM69
What about other customer touchpoints? Think email, direct mail, even SEO. Social media is less effective without coordinating, right? #sm69
And it's addictive RT : has to be a part of a consistent mix. Coffee in a pot, a cup, a beaker is still coffee. #sm69
Can you elaborate? What do you mean by one part going awry? #SM69
Ha - agree with - heads hurt when we start down the SM ownership path. ;) #SM69
Agree there is a difference btw ideal & reality for SM ownership. Needs true exec sponsorship in any case. #sm69
Wow, excellent discussions with lots of potential angles. Let's get more tactical again - Q3 coming up... #SM69
Q3) Which marketing tactics have the most impact when combined with social media? #sm69
It's OK to say in theory, but companies still need leadership to own "what's best for the customer" - CMO? CEO? #SM69
It's OK to say in theory, but companies still need leadership to own "what's best for the customer" - CMO? CEO? #SM69
If fear of using existing ppl for SM, is there implied fear of listening to the customer? Who knows the customer best? #SM69
re: Q3, Here are some tactics to choose from - which combines with social the best? SEO, direct mail, email, display ads, TV, etc. #SM69
Had to throw it out there ;) #sm69
I want to thank everyone for making the time for #sm69 today, and for sharing passionate views. You've certainly challenged my thinking!
I'm absolutely game for another tweetchat, and topic can be SM ownership. Everyone get your examples ready ;) #sm69
Thanks for participating, great discussion and the folks here made it compelling. Good stuff! #sm69
Thanks for participating, great discussion and the folks here made it compelling. Good stuff! #sm69
Seriously? The folks who participated in #SM69 today rocked. Thanks to you,
Seriously? The folks who participated in #SM69 today rocked. Thanks to you,
Seriously? The folks who participated in #SM69 today rocked. Thanks to you, and for inviting me!
Seriously? The folks who participated in #SM69 today rocked. Thanks to you, and for inviting me!
For anyone considering hosting hashtagsocialmedia.com's tweetchat, I highly recommend it. Like drinking from a firehose of smart folks #SM69