Get the Right Idea and the Idea Right

Social networks have changed the way that people work, think and live. Accessible by smart phones and other devices, networks like Facebook and Twitter have greatly contributed to the social media phenomenon of today. Businesses big and small alike are realizing the importance of real time interaction and plan to jump into social media with both feet.

Using social media marketing, brands can connect to a larger network of people, in a way that is cost and time effective. The overlap between professional and personal networks results in increased exposure and also establishes a platform where the consumer’s voice can be heard. Consumers are talking about products and services online and by focusing on social networks; businesses can actively participate in the conversation and directly communicate with fans and followers.

As the communication channels continue to evolve, traditional practices and ideals will be challenged and businesses will be forced to regroup, rethink and re-strategize. Too often companies become intrigued by social media and disregard traditional media—ultimately losing sight of the big picture. Know your target audience and where to reach them. As marketers, it’s imperative that we get the right idea and the idea right.

Some people believe that in this technology age traditional media outlets like television, radio and print are DEAD. Last time I checked, Robin Roberts hasn’t quit her day job, Bert Weiss and members of Q100’s Bert Show still wake up every morning at 3 a.m. to entertain us on our way to work and I am still smiling and dialing reporters at the Atlanta Journal Constitution.

Traditional media outlets are still very much alive and with millions of loyal viewers, listeners and readers, marketing and PR efforts will not go unnoticed. Integrating a balance between both social and traditional media practices is the key to implementing a successful marketing and PR plan.

Stay active, stay engaged and stay relevant.

Facebook Friend or Foe?

Earlier this morning the blog post “Unfriend, write or die” by Peter Shankman was circulating around our office and I found it particularly interesting, especially since I would have to say I definitely agree.  If you aren’t going to interact and use your social network—what’s the point?

With the popularity of Facebook and Linkedin, my personal and professional networks continue to grow, but I try to only have “friends” on Facebook that I actually stay in contact with. It may seem like a lot of work to “interact” with all of my Facebook friends,  but I swear it is way easier than you think.

 Wishing my friends a happy birthday, liking their status or commenting on their photos, are ways that I stay in touch and  avoid “ignoring” them.

Read Shankman’s article and who knows you may reconnect with someone or even “defriend” them, but either way you will be making the most of your social network.

Ride the social media bandwagon

With the new year rapidly approaching, marketing agencies are budget planning for 2011 with clients. Both clients and agencies understand that social media is here to stay and needs to be integrated into their marketing campaigns for success. Clients are becoming more confident in using social media to create buzz because of the success they are seeing. Social media is a great tool for agencies to use to generate publicity and gain media coverage at a low cost; however social media may not produce astonishing results for every client if it is not used correctly.

At EOS, we focus on creating integrated campaigns for our clients that reach their target audiences. We thought out blog readers might enjoy Philippe Guegan’s article about how to get the most out of social media and he notes the “5 Tenets of Social Media That Every Agency Should Embrace.”

1. Fragmentation is Key. Forget one-size-fits-all messages targeting “lowest common denominator” audience. Recognize that fragmentation is here to stay, and embrace it at every step.
2. Frequency and freshness of content matters more than production values. Increase your execution capability and move to rapid-fire, low-cost production cycles.
3. Quality content is a valuable and reusable asset. Build your library for the long term and ensure that you will be able to do “re-runs.”
4. Stop thinking and budgeting around push marketing. Start thinking about ongoing engagement. Audiences can no longer be turned on and off on demand.
5. Production vs. Distribution. In a genuine two-way, real-time conversation, it is hard to separate the production arm from the distribution arm. Your brain is connected to your mouth for a reason.

What does chugging a malt beverage have to do with the future of Viral Marketing?

There is a new phenomenon sweeping the nation among males from 18 to 35, icing. And while at first glance it seemed like a game some college student made up one afternoon while bored, the more I see it, the more I think this was one well-executed marketing plan by the makers of Smirnoff Ice. But I’m getting ahead of myself, let’s first start with a quick explanation of what “icing” is. If you already know, by all means, skip to paragraph 3.

The premise of the game is simple: hide a Smirnoff Ice malt beverage for a friend to stumble upon, once the unknowing friend finds this sugary surprise, he has to immediately take a knee and chug it all at once. Unless of course, he is carrying a bottle himself in which case the attacker must then drink both bottles (known as an “ice block”).

As a woman, I found icing marginally amusing the first few times I saw it. Now it bores me (note I’m not their target market). But as a marketer, I find icing absolutely brilliant.

Take a product that most men wouldn’t be caught dead drinking ­- and create a game where they can use said product to embarrass their friends. Add to that social media & electronics as advanced as they are today, and they can document their stunt and share it with the world in a matter of seconds.

Smirnoff says they have had no involvement with this viral phenomenon, but as someone who spends every day of their life in the marketing business, I beg to differ.

From blogs to websites to YouTube to Facebook to Twitter to who knows what, photos and videos of people getting iced are everywhere. That is the beauty of viral marketing in social media. It’s free and anyone with internet access can do it. So we don’t necessarily know where the buzz is coming from- whether it be the local college student who’s bored in class or the Chief Marketing Officer of a famous alcoholic beverage conglomerate.

I’m not going to come out and say Smirnoff Ice started this, but if they did, huge kudos to them. They are certainly reaping the benefits now. Stores are actually reporting running out of Smirnoff Ice- the first time this has ever happened. And celebrities have started to get in on the fun. Ashton Kutcher even has started his own site IceAshton.com where the first person to ice him and take photos will win a prize.

So what can we, as marketers, get out of a game where grown men take a knee and chug a malt beverage? Social media is a very powerful marketing tool. And it’s going to continue to influence consumers in the future. If you ask me, this is just the beginning in viral marketing.

 For more information on icing, getting iced or if you’re just bored, their official website is: www.Brosicingbros.com. Or you could just google it. I’m telling you, it’s everywhere right now.