THE CEO STILL APPROVES THE BUDGET.
Ultimately, it’s all about funding. Since virtually every brand that matters has a strong presence on social networks, the only way to rise above the noise is to have a smart, well-funded program. That’s why it falls to your CEO – because that’s where the budget gets approved (or not).
OLD SCHOOL: DEMOGRAPHICS
NEW SCHOOL: INVDIVIDUALS
CEOs at the top consumer brands understand that it’s not really about demographics anymore. Today, it’s about communicating with individuals. This, in fact, harkens back to the late eighties when ‘planners’ where all the rage at agencies. They taught us how to focus on just one person when creating brand strategy. And today social media is all about one-on-one conversations.
The graphic below is a just-released survey that shows how effective social marketing can be when top management has endorsed and funded a robust program.
TODAY YOUR CUSTOMER WANTS TO BE IN CONTROL.
Consumers want to have more control over the complete brand experience today. And that includes everything from the product experience to packaging, advertising, social conversation and customer service.
Brands that are ceding that control – letting evangelists have a say about everything related to the brand – are simply more successful. They don’t spend hundreds of thousands of dollars on social marketing because they want to. They do it because they know it’s the only way to stay ahead of the competition. How does your brand compare?