2010 will be the year, in which (at least in Germany) companies will try to strategically integrate Social Media into their marketing mix. As opposed to previous years, when Social Media (often phrased as „viral“ campaign elements) was already part of the briefing due to the glitter and glamour, but nobody could actually pinpoint the relevance and contribution of the tactics.
Jeremiah Owyang is now providing some guidance for the first and essential question for companies trying to look at the subject wholistically: is it a brand play, is it a product play, shall we enter with a lifestyle approach or separate activities by location?
His approach is a Matrix: How To Choose Social Media Programs by Brand, Lifestyle, Product or Location to avoid the following pitfalls:
Companies that choose poorly will have wasted internal efforts and resources, set up false expectations for customers and may struggle with trying to redact a program in public where customers are already assembling. […] having no strategy means that product teams, regional teams, and individual regions will do whatever they want –causing clean up for corporate late.
As a first orientation I think this will serve companies quite well. Surely, each quadrant can be made more specific to each companies situation and needs, but that should be left for the individual Social Media consultant…
At the end there is short guidance on how to choose the right mix:
- First, be customer focused.
- For best results, use in combinations
- Think long term –not just by campaign.