Tag Archives: strategy

#CMOSummit: A Smarter Strategic Marketing Mix

Here is the second of the three sessions I blogged at the CMO Club. This one was a roundtable discussion. This post can also be found on theCMOClub.com.

CMO Thought Leadership Roundtable: A Smarter Strategic Marketing Mix — Optimizing Across Digital and Traditional Media

  • Kenya Jackson, VP Marketing, Target
  • Terri Graham, CMO, Jack in the Box
  • David Hudson, CEO, NM Incite

Another title for this session might have been: “How do you best integrate social media into your marketing mix” given how much of the discussion focused on effectively leveraging social media. However we also heard from Target’s Kenya Jackson about their marketing mix, which goes beyond traditional and digital media to include signage and product packaging – and may even include sales associates.

Terri Graham kicked off the conversation with a case study from a cross-platform campaign for Jack in the Box. She credits the success of this campaign to the integration of social media from the outset, as well as the focus on “keeping it real.” They don’t tack social media on at the end; it is part of the plan, and part of the ideas, from the beginning.

David Hudson identified the concern that often holds companies back from leveraging social medial: How do we measure it? It’s clear that this is still an evolving field, although they have been able to demonstrate that exposure to sentiment drives purchases.

Target is looking at their mix (including broadcast, circulars, print, web, signage, packaging) from the customer’s point of view, in order to understand what really brings her into the store. And once she is there, what gets her to purchase? Should different departments within the store be presented differently? This would be a significant shift for the retailer. An interesting question was posed: could the store itself be considered social media?

Kenya Jackson considers their team members to be a “media type” – they are each representing the brand every day. Best Buy’s 3000 employees responding on Twitter are another example of the integration of online and offline branding through employee participation.

I found this discussion particularly compelling. For years, the internet was a place apart from real life. It was not particularly interactive, or, well, human. Now, it has developed into a social and engaging place, coming to resemble the real world more and more. And as the web becomes more social, we see that the line between online and offline is blurring. Does social media stop within the computer? I don’t believe the answer to that is clear yet, but the trend is there: we now do online what we do offline. We discuss the news, shop with our friends, share photos. Does the conversation end when we turn off the computer? Of course not.

Marketers have always been trying to sit at the family’s dinner table. Social media may just be the best way to join that conversation.

Guest blogger Sorel Husbands Denholtz often discusses social media at the dinner table and food with her online friends.

Tools For Good: Design Meets Technology in Service (SXSW core conversation)

As promised, here is the first half of the discussion between me and Maria. She will also be sharing this discussion on her blog.

Maria: How can organizations integrate messaging, build communities, and raise money across multiple platforms?

Sorel: In short? Break it down. Integrate where you can. Know your strategy.

These days we have both good fortune and the potentially overwhelming challenge of having many outlets for all of these activities online (and offline as well). This can be tough for an organization that is attempting to connect meaningfully with its followers. Facebook Causes, Change.org, Care2, GlobalGiving, Universal Giving, GiveMeaning, FirstGiving, GiveATweet… The list goes on and on, not to mention the organization’s eNewsletter, the organization’s website, Facebook page, YouTube channel and more. Many of these channels may play a role and it can quickly become baffling.

As with any communications program, it is critical to begin with a clear strategy and know whom you are talking to. It may require segmenting your target into specific affinity groups. Each site or communications format may have different requirements. Having a big picture overview will simplify the process, but it requires thinking about each channel separately to effectively connect with the people on that channel.

Integrating fundraising across multiple channels has its own special challenges. You need to know how each community responds to solicitations, what tools are available to you, how the money is being collected, how this can be integrated with your own backend systems and data collections needs, and more. Plan thoroughly, and expect to learn a lot.

We are still in the early days of these technologies, so for now, go forth and experiment.

Maria: What do you see as the biggest roadblock for organizations who want to leverage social media for social good?

Sorel: Time/time management, assuming that executive leadership is on board with the concept. Social media is often perceived as (and can in fact be) a huge time suck. It is critical that organizations wanting to move into this arena are clear about what their objectives are and that they are committed to assigning the manpower.

Social media can be integrated into a workday and there are many tricks to make the workload realistic, including sharing the burden among more than one person. It is essential, however, that spending that time remain a priority. If an organization does not commit to truly engaging with people on the social web, they may as well not bother.

Maria: How can a single person do good and help create change inside their organization?

Sorel: Every change begins with one person. So the question is really, what is it about one person that can make a difference?

* She is clear about her objective. (I sound like a broken record here!)
* She shares energy and enthusiasm for the new without insulting the old.
* She embraces those who resist, bringing them along slowly by understanding what the source of the resistance is, and sharing information and perspective.
* She doesn’t stop communicating. She listens carefully. She provides context. She uses the tools and technology available to them: wikis, blogs, social networks, websites and more. She shares the successes of other communities and organizations.
* She is patient. Slow and steady wins the race.

One thing I learned from rock climbing: when you are stuck and see no way to move forward, change something. It doesn’t have to be big. Maybe you just step up one inch. It doesn’t seem like enough to make a difference, and yet, afterwards, your perspective has shifted, and you often can see your next move. Big changes start with little changes. And even a little change can affect your outlook.

We Want to Hear From You

Please join us for this conversation in Austin on Saturday, March 13 at 12:30pm in Room 7. If you can’t make it, feel free to email us or ask questions as comments to this post. We look forward to hearing your thoughts and ideas on this exciting topic!

Quick look: When to use social media for marketing?

This came up in a recent discussion with a client and is a work in progress. My preliminary notes are below.

Social media is best used as a marketing approach…

  • To intercept and overhear comments from the public.
  • When you have something to share that people will want to share with others.
  • When you have the time and resources allocated to interact with everyone who responds.
  • When you want to hear from people directly.
  • When you want to connect with a specific niche or special-interest group.

Social media is not effective for…

  • One-way communications or one-time messaging. Always expect dialog.
  • Wide reach, except as part of an integrated advertising and PR campaign. The numbers aren’t there yet. The viral videos that get millions of views are the exception, not the rule.
  • Controlling the message.