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

Embed:

Moderator

Adam Cohen

twitter: @adamcohen

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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@Brioneja Yep, marketing is everyone's job as long as they understand what marketing is. Not the bad rap it has. :) #sm69
Posted by: @BethHarte - 07/20/2010 01:29:04 PM
@KathyHerrmann Thanks for the Attensity shoutout, Kathy! #sm69
Posted by: @attensity - 07/20/2010 01:28:01 PM
RT @Marc_Meyer FYI, if you missed any part of todays #socialmedia tweetchat here is the archive - http://bit.ly/cttXRV #sm69
Posted by: @iMediaMichelle - 07/20/2010 01:25:03 PM
We can all use a drink from that hose RT @adamcohen Highly recommend hosting #sm tweetchat, like drinking from firehose of smart folks #SM69
Posted by: @iMediaMichelle - 07/20/2010 01:24:01 PM
RT @megfowler: Seems like the owner of social should be the department who listens best -- both internally and externally. #SM69
Posted by: @amoyal - 07/20/2010 01:22:03 PM
Thanks 4 the brain workout @brightmatrix @dariasteigman @danperezfilms - good qs to ponder on... #sm69
Posted by: @iMediaMichelle - 07/20/2010 01:21:03 PM
RT @Marc_Meyer: FYI, if you missed any part of todays #socialmedia tweetchat here is the archive http://bit.ly/cttXRV #sm69
Posted by: @danperezfilms - 07/20/2010 01:21:03 PM
RT @adamcohen: For anyone considering hosting hashtagsocialmedia.com's tweetchat, I highly recommend it. Like drinking from a firehose of smart folks #SM69
Posted by: @LizzieReachMD - 07/20/2010 01:21:03 PM
Okay. Peeling myself off #sm69 and twitter.... DOWN PERISCOPE! DIVE, DIVE!!!
Posted by: @livepath - 07/20/2010 01:21:03 PM
RT @TomMartin: @CarissaO do cust want 2 b heard or have issue solved? is it more frustrating 2 b ignored or heard but can't help you? #sm69
Posted by: @danperezfilms - 07/20/2010 01:20:03 PM
@livepath I agree with your definition of Branding as cust. experience. In my prev. statement I meant the AMA def http://bit.ly/KEFus #sm69
Posted by: @Brioneja - 07/20/2010 01:20:03 PM
RT @melissa_ful: RT @BethHarte: RT @abarcelos Marketers more than ever now have direct relationships w/customers. That was against the law before. Ha! #sm69
Posted by: @KKilner - 07/20/2010 01:19:03 PM
RT @Marc_Meyer: FYI, if you missed any part of todays #socialmedia tweetchat here is the archive http://bit.ly/cttXRV #sm69
Posted by: @wendytarr - 07/20/2010 01:19:03 PM
if like me you missed #socialmedia tweetchat - which was awesome @adamcohen & marc_meyer - archive tweets http://bit.ly/cttXRV #sm69 -
Posted by: @TobyDiva - 07/20/2010 01:18:03 PM
@BethHarte Anytime I can get you in Beth, it elevates the convo even higher! #sm69
Posted by: @Marc_Meyer - 07/20/2010 01:18:03 PM
@KaryD Most days, ya gotta b happy w/ meaningful, incremental results w/ periods of smashing success. Take it as it comes. #sm69
Posted by: @livepath - 07/20/2010 01:18:03 PM
@elhoust Always good to see you at tweet ups! #sm69
Posted by: @KathyHerrmann - 07/20/2010 01:18:03 PM
@karimacatherine @chrissfife Enjoyed your comments today. Added you as a follows. #sm69 #SM
Posted by: @KathyHerrmann - 07/20/2010 01:17:03 PM
Great #SM69 chat today! Thanks so much to all for the discussion, and to @adamcohen for leading us.
Posted by: @carissao - 07/20/2010 01:17:03 PM
Thanks for the great chat (even if short!) @Marc_Meyer and @AdamCohen (& all the smarties who participated - always learn something!) #sm69
Posted by: @BethHarte - 07/20/2010 01:17:03 PM
RT @adamcohen: consider hosting #socialmedia.coms tweetchat, I highly recommend it. Like drinking from a firehose of smart folks #sm69
Posted by: @AppleBoxStudios - 07/20/2010 01:17:03 PM
Portuguese CEO should be watching these kind of chats like #sm69 and understand that SM is a must to communicate with Customer
Posted by: @lindamachado - 07/20/2010 01:16:04 PM
@TomMartin Of course, cust would prefer to have a problem solved, but IMHO being ignored is always worse. Expectations are higher now. #SM69
Posted by: @carissao - 07/20/2010 01:16:04 PM
Thanks 4 comments/RTs @chrissfife @BethHarte @swonderlin @karimacatherine @Cheryl_Hilpert @TomMartin @KaryD @jsandford @ActiveIngreds #sm69
Posted by: @iMediaMichelle - 07/20/2010 01:16:04 PM
RT @AppleBoxStudios: @livepath love that: agents of experience and owners of outcome #sm69
Posted by: @abarcelos - 07/20/2010 01:16:04 PM
RT @carissao: @SierraSez Right. There needs to be a corporate culture that empowers the "listening dept" to effect strategic change. #sm69
Posted by: @abarcelos - 07/20/2010 01:15:04 PM
For anyone considering hosting hashtagsocialmedia.com's tweetchat, I highly recommend it. Like drinking from a firehose of smart folks #SM69
Posted by: @adamcohen - 07/20/2010 01:15:04 PM
@conniereece Thanks! I always enjoy engaging with smarty people. Thanks for your insights. #sm69
Posted by: @KathyHerrmann - 07/20/2010 01:15:04 PM
@SierraSez Right. There needs to be a corporate culture that empowers the "listening dept" to effect strategic change. #SM69
Posted by: @carissao - 07/20/2010 01:15:04 PM
RT @Marc_Meyer: FYI, if you missed any part of todays #socialmedia tweetchat here is the archive http://bit.ly/cttXRV #sm69
Posted by: @wileyccoyote - 07/20/2010 01:15:04 PM
@livepath love that: agents of experience and owners of outcome #sm69
Posted by: @AppleBoxStudios - 07/20/2010 01:15:04 PM
Passion can be painful. RT @KaryD: @abarcelos @livepath I guess we have no choice but to just keep on, keepin on. #sm69
Posted by: @abarcelos - 07/20/2010 01:15:04 PM
One of the best #smchats yet! Thx @adamcohen 4 superb topic qs, @Marc_Meyer @jasonbreed 4 quality lineup; participants 4 lively debate #sm69
Posted by: @iMediaMichelle - 07/20/2010 01:14:03 PM
@SierraSez Right. There needs to be a corporate culture that empowers the "listening dept" to effect strategic change. #SM69
Posted by: @carissao - 07/20/2010 01:14:02 PM
RT @Marc_Meyer: FYI, if you missed any part of todays #socialmedia tweetchat here is the archive http://bit.ly/cttXRV #sm69
Posted by: @wileyccoyote - 07/20/2010 01:14:02 PM
@livepath love that: agents of experience and owners of outcome #sm69
Posted by: @AppleBoxStudios - 07/20/2010 01:14:02 PM
Passion can be painful. RT @KaryD: @abarcelos @livepath I guess we have no choice but to just keep on, keepin on. #sm69
Posted by: @abarcelos - 07/20/2010 01:14:02 PM
@Brioneja My take: Brand is an outcome: BRAND=CUSTOMER EXPERIENCE/TIME We are all agents of experience/owners in the outcome #sm69
Posted by: @livepath - 07/20/2010 01:13:03 PM
FYI, if you missed any part of todays #socialmedia tweetchat here is the archive http://bit.ly/cttXRV #sm69
Posted by: @Marc_Meyer - 07/20/2010 01:13:03 PM
RT @randygiusto: Thx! Gr8 convo! @adamcohen @livepath @TomMartin @Brioneja @elhoust @stepmorgan @PrimeDayton @martinjason @ActiveIngreds @BethHarte #sm69
Posted by: @adamcohen - 07/20/2010 01:13:03 PM
@iMediaMichelle I like ambassadorship too. #sm69
Posted by: @chrissfife - 07/20/2010 01:13:03 PM
@iMediaMichelle "Ambassadorship" is a great word for it! #sm69
Posted by: @BethHarte - 07/20/2010 01:13:03 PM
Many consumer brands that I normally like(d) have SM channels but still use them to push "selfish" messages. Better to not have them. #sm69
Posted by: @abarcelos - 07/20/2010 01:13:03 PM
Seriously? The folks who participated in #SM69 today rocked. Thanks to you, @Marc_Meyer and @JasonBreed for inviting me!
Posted by: @adamcohen - 07/20/2010 01:13:03 PM
Thx! Gr8 convo! @adamcohen @livepath @TomMartin @Brioneja @elhoust @stepmorgan @PrimeDayton @martinjason @ActiveIngreds @BethHarte #sm69
Posted by: @randygiusto - 07/20/2010 01:13:03 PM
RT @BethHarte: RT @abarcelos Marketers more than ever now have direct relationships w/customers. That was against the law before. Ha! #sm69
Posted by: @melissa_ful - 07/20/2010 01:13:03 PM
@KathyHerrmann @tomcummings Great discussion. Hard to fit in 140 char. bursts. Followed you both. Thanks for interacting today. #sm69
Posted by: @conniereece - 07/20/2010 01:12:03 PM
@megfowler You must work with the super smart @Tamadear over at @Sametz! Nice to meet you. :) #sm69
Posted by: @BethHarte - 07/20/2010 01:12:03 PM
@BethHarte @karimacatherine No and it's sad that companies do push messages at people. Cheers and have a great day! #sm69
Posted by: @chrissfife - 07/20/2010 01:12:03 PM
@abarcelos @livepath I guess we have no choice but to just keep on, keepin' on. #sm69
Posted by: @KaryD - 07/20/2010 01:12:03 PM

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Moderator

For anyone considering hosting hashtagsocialmedia.com's tweetchat, I highly recommend it. Like drinking from a firehose of smart folks #SM69

RT @randygiusto: Thx! Gr8 convo! @adamcohen @livepath @TomMartin @Brioneja @elhoust @stepmorgan @PrimeDayton @martinjason @ActiveIngreds @BethHarte #sm69

Seriously? The folks who participated in #SM69 today rocked. Thanks to you, @Marc_Meyer and @JasonBreed for inviting me!

Seriously? The folks who participated in #SM69 today rocked. Thanks to you, @Marc_Meyer

@TomMartin Thanks for participating, great discussion and the folks here made it compelling. Good stuff! #sm69

@Marc_Meyer I'm absolutely game for another tweetchat, and topic can be SM ownership. Everyone get your examples ready ;) #sm69

I want to thank everyone for making the time for #sm69 today, and for sharing passionate views. You've certainly challenged my thinking!

@Marc_Meyer Had to throw it out there ;) #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

@danperezfilms If fear of using existing ppl for SM, is there implied fear of listening to the customer? Who knows the customer best? #SM69

@cmwooll It's OK to say in theory, but companies still need leadership to own "what's best for the customer" - CMO? CEO? #SM69

Q3) Which marketing tactics have the most impact when combined with social media? #sm69

Wow, excellent discussions with lots of potential angles. Let's get more tactical again - Q3 coming up... #SM69

@TomMartin @Marc_Meyer Agree there is a difference btw ideal & reality for SM ownership. Needs true exec sponsorship in any case. #sm69

@Marc_Meyer Ha - agree with @chrissfife - heads hurt when we start down the SM ownership path. ;) #SM69

@megfowler Can you elaborate? What do you mean by one part going awry? #SM69

And it's addictive RT @nigellegg: @adamcohen has to be a part of a consistent mix. Coffee in a pot, a cup, a beaker is still coffee. #sm69

What about other customer touchpoints? Think email, direct mail, even SEO. Social media is less effective without coordinating, right? #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

@carissao well put - extending the conversation on top of other mktg vehicles gives meaning for customers #sm69

Q2) Why does blending social media improve the effectiveness of other tactics? #sm69

For folks suggesting not to ignore other areas of biz (Cust svc, PR, etc) - I agree! However within marketing...(Q2 coming) #sm69

Great feedback on Q1. Let's shift gears to talk more about blending social media with other mkting tactics. Q2 coming shortly... #SM69

@TomMartin I agree SocMe can be an acq vehicle, but should be integrated with other acquisition tactics too (more on that in Q3) #SM69

RT @primedayton: 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

RT @livepath: Business is about serving people. SM is about strategically extending to serve people Wrap the strategy around that #sm69

It's time co's revisit "social media strategy" - isn't it a subset/extension of a customer relationship strategy? #SM69

@chrissfife Makes a great point about how doing research (for social, plus I'd argue for more trad'l mkt research) is important. #SM69

RT @dariasteigman: @iMediaMichelle We talk too much about "doing SoMe," but 1st need to ask why? what's goal? How does it amplify/enhance are efforts? #sm69

Well put RT @Marc_Meyer There is a place for social media in every Co's digital mktg. mix-the tough part is not taking the easy route. #sm69

Great thought @elhoust RE http://bit.ly/a7VbUw Understanding audience needs, wants is key - do they want to interact via SM vs other? #SM69

For marketing goals, marketers need to first understand that social media provides new touchpoints in building customer relationships. #SM69

Good point RT @AppleBoxStudios: @adamcohen I think you have to look internally at what you are actually capable of doing-resource wise #sm69

@TomMartin Great point. How would you recommend companies evaluate where tactics make sense? #SM69

@TeresaBasich I agree, goals before tactics for social media, but I also think bigger picture - overall mktg goals & objectives too #SM69

Q1) How should marketers approach weaving social media tactics into their marketing mix? #SM69

Kicking off #sm69 now at http://hashtagsocialmedia.com/live First question coming momentarily....

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