For new clients, I routinely do a quick brand report that includes an assessment of social media mentions. The report identifies strengths and weaknesses and helps me to prepare customized solutions. I shared this report with a new client this week who serves the senior market and his response was:
“This is interesting but 60% of our customers being 50+ baby boomers, why is “social marketing” relevant to us? Most baby boomers that I know may have a facebook page to find old girlfriends or college mates – but not much else. What am I missing here??’
Since this is a common question, I’d like to share my answer here.
This particular client report showed that there are brand mentions. Conversations are happening about the brand with or without their participation. In this new age of media, everyone has access to a publishing platform. You may not start every conversation but it is worthwhile to show up and be part of it!
Word of mouth referrals and brand discussions are nothing new but now those conversations are taking place on and offline. Brands have an amazing opportunity with new media that did not exist previously – the opportunity to listen in and participate in those conversations.
Effective marketing is targeted, relevant and visible. Traditional advertising allowed us to reach a broad cross section of our market but it was (and is) largely one dimensional. Social media allows us to engage with our audience in the places that they gather.
Don’t ever make assumptions about your market but validate your thoughts with research. According to a January 2010 report by emarketer.com in 2007 30% of Boomers (46-62) and 10% of Matures (63-75) maintained a social networking profile. In 2009 those numbers increased to 46% for Boomers and 36% for Matures.
There are many roles in the buying process; your approvers may not be using social media but what about the evaluators and the influencers? In my client’s example, referrals may come from family members, physician offices, hospitals or even pharmacists. Consider all of the people in each of those categories – think any of them are online?
I am not banging the drum and telling everyone to rush out and sign up for Twitter, but I do advise understanding where and how your market is utilizing social media and incorporating it into your marketing strategy.
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karen says
Keith, ROFL! Well you’re blogging and that is social media too, so see you’re not as bad as you thought! 🙂 I plan on sharing more educational posts and pdfs so stay tuned and of course if you ever feel like traveling down the rabbit hole, just shout, I’m always happy to help.
Keith Davis says
Oh dear Karen
It’s confession time.
I am what might be termed a complete and utter Social Media Philistine.
I love writing pots and commenting on sites but I have a complete mental block when it comes to Social Media.
My rehabilitation starts with this post, so I am going to stand up and say…
“My name is Keith Davis and I know nothing about Social Media.”
There, I’ve made a start. LOL
.-= Keith Davis´s last blog ..A helping hand… =-.
karen says
Hi Meryl! It’s amazing isn’t it how people can fix their attention on the tool and ignore the purpose and people? Thanks for sharing Meryl, you are definitely a leader in this space and I always enjoy your insights!
Meryl K Evans says
Karen, you made an important point that we need to know our audience as always and not go into social media blindly. And of course, you need to look at your business as b2c and b2b have different rules / approaches.
.-= Meryl K Evans´s last blog ..Klatsch: What Online Information Can You Trust? =-.
Karen Swim says
Brad, yes! You really make an even stronger business case for not ignoring new media. In our personal lives we can choose not to evolve or adopt new media (my Gran just gave up her rabbit ears for the TV this year!) but in business refusing to adopt new methods and technologies can result in irrelevance. Sears is a great example. It takes too much work to build your brand and it’s not worth it to lose them and be forced to reinvent.
Brad Shorr says
Hi Karen, Your client’s response about their customers being 50+ made me think of two questions –
1. What about the 40% of your customers under 50?
2. Where will your customers be online 10 years from now, and are you willing to concede that ground to competitors?
Marketing has a future as well as an immediate dimension. Brands like Sears and Buick got into a world of trouble because they lost an entire generation. This sort of thing can happen to mid sized and small companies as well.
.-= Brad Shorr´s last blog ..The New Content Math – Quantity Equals Quality =-.