As I mentioned in my earlier post…to many social media leaders engage in social media for the fun of it, or to be cute, or to just engage, but they don’t develop a social media strategy that generates an action. The following article talks to the fact that so many social media activities do not end up in generating what we all need…A Sale. Marketers need to turn that around and start in the beginning developing a strategy for Social Media campaigns that actually benefit the company by generating some activity, or selling some product. The Page Group works with its clients to improve the efficacy of these activities everywhere the consumer touches the brand…Why waste this valuable asset on just sending another tweet or posting another senseless photo that does not result in a benefit for the company?
Without a moment like last year’s blackout, the focus of this year’s (social media) Super Bowl was brand-on-brand action.
It was everywhere you turned — well, if you were, say, live-blogging the real-time marketing. Newcastle Brown Ale spent most of Sunday night tweeting at other brands, poking fun at their ads with their own parody versions. Coors Light, among other brands, called out JC Penney for its seemingly drunken tweets, trying to score some points. Party City started tweeting at White Castle because, well, who knows.
While these playful brand Twitter spats do get attention of journalists and social media types, the question is if this kind of back-and-forth between brands is actually a consumer-facing strategy or just marketers talking to each other in the industry echo chamber. The most stinging rebuke of real-time marketing — OK, other than that there’s little to no evidence it actually generates sales — is that it’s social media strategists executing social media efforts designed to curry the favor of other social media strategists. That’s not all that different from the type of work traditional creatives do to win recognition from their peers, rather than to further client goals.
“It’s more of an industry thing, but then, so was Oreo’s ‘dunk in the dark,’ which my kids never saw but the industry couldn’t write enough about,” said David Armano, global strategy director at Edelman Digital, who himself spent Super Bowl Sunday hunkered down in a “command center” for a client. “I think what we are seeing here is the overlap between consumer marketing and industry recognition/buzz — which is nothing new. In the past, ad industry wonks typically debated over creative concepts and execution, much of which was never consumer friendly but fueled by awards culture, and this kind of thing falls into a similar category.”
There’s evidence both ways in the numbers. The Coors Light tweet at JC Penney got more than 7,200 retweets and and more than 6,000 favorites — pretty impressive. JC Penney, despite not being an official Super Bowl advertiser, was the second-most mentioned brand on social with 120,334 mentions, according to Salesforce data — which may or may not have to do with tweets from other brands, like the Coors tweet. But then, Newcastle’s tweet at Chobani with a spoof of the yogurt brand’s add got just 88 retweets and 64 favorites.