social marketing challenges

8/3/2019 Social Marketing Challenges

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Social Marketing Challenges

1 | P a g e Business Ingenuity 2011

Challenge Description Why its Painful How it will be Resolved

1. Noise

overwhelms

signal

With over 50mm tweets each

day (more stats here), and more

coming, theres an excess of

noise. Expect this to increase as

the Internet of things and

inanimate objectives emit

signals.

A compounding problem.

Finding the needle is anincredible challenge as the

haystack continues to grow. As

a result, individuals and

companies will rely on analytics

tools to derive whats

important, meaning they have

less time digging in deeper as

their viewpoint becomes larger.

Expectsocial inbox aggregatorsto

filter signal like Facebook, Google,

Bing, Salesforce, and eventually

social analytics and then social

insights vendors, Weve mapped

our a roadmap in ourSocial CRM

report,but expect companies

likeCrimson Hexagon,Crowd

Factory, to be the filter and conduit

for advanced listening and

analytics. On the consumer side we

can already see the Facebook news

feed pruning the most relevant

information from our average of

150 contacts.

2.

Amateurism

threatens

expertise

Thesocial web is like a vuvuzela,

everyone has one, blows it,

resulting in a pure buzzing

sound. Now, this means that

non-experts are commenting

and asserting influence in areas

where only experts had voices.

Andrew Keenhas explored this

topic at great detail.

Media, journalists,photographers, videographers,

and all other IP or media based

industries are impacted as

everyone is on the game. The

challenge is, with amateurs and

prosumers in, its created

challenges. For example see

keynote panel at SXSWdebating

crowd sourced graphic design vs

the elite professionals

New markets are being developed

that meets the needs of both the

expert elite class as well as those of

the masses. Were seeing experts

adopt these same tools of the

masses, for example, nearly every

online newspaper has integrated

social technologies.

3. Power shift

to

participants

Those who use social

technologies like ratings andreviews are sapping power from

those that dont. Furthermore,

voices from those with simple

tools like blogs, score well in

search engine results pages, a

common starting place for

information seeking.

Research on trust, such

asEdelmans trust barometer

indicates that people trust

others like them, in almost

every situation. As a result,

institutions and organizations

are being cut out as an

unneeded middleman.

In order to get back trust, these

institutions have to use the same

tools as the commons. The

challenge is developing a significant

shift in mindset and deployment.

4. Fastmoving

industry

creates

confusion

There are few other industries

that move as quickly as the

social space. A combination oflow barriers to entry of

commodity technologies fused

with injections from venture

money theres constant

innovation.

The technology is innovating

faster than companies and

institutions cant keep up.Furthermore, the list of choices

is staggering, such as the145

brand monitoring

vendorsand125 community

platforms.

In the end, consumers will define

which technologies are adopted

and at what rate. To keep track of

these trends, a combination of

research from analyst firms andvertical specific media sites like

AdAge and News blogs like

Techcrunch, Mashable, RWW will

provide illumination.
http://www.web-strategist.com/blog/2010/01/19/a-collection-of-social-network-stats-for-2010/http://www.web-strategist.com/blog/2010/01/19/a-collection-of-social-network-stats-for-2010/http://www.web-strategist.com/blog/2010/01/19/a-collection-of-social-network-stats-for-2010/http://www.web-strategist.com/blog/2010/05/22/list-of-social-inbox-aggregator-sia-providers/http://www.web-strategist.com/blog/2010/05/22/list-of-social-inbox-aggregator-sia-providers/http://www.web-strategist.com/blog/2010/05/22/list-of-social-inbox-aggregator-sia-providers/http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management/http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management/http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management/http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management/http://www.crimsonhexagon.com/home/http://www.crimsonhexagon.com/home/http://www.crimsonhexagon.com/home/http://crowdfactory.com/http://crowdfactory.com/http://crowdfactory.com/http://crowdfactory.com/http://twitter.com/jowyang/status/17245161756http://twitter.com/jowyang/status/17245161756http://twitter.com/jowyang/status/17245161756http://andrewkeen.typepad.com/http://andrewkeen.typepad.com/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.edelman.com/trust/2010/http://www.edelman.com/trust/2010/http://www.edelman.com/trust/2010/http://wiki.kenburbary.com/social-meda-monitoring-wikihttp://wiki.kenburbary.com/social-meda-monitoring-wikihttp://wiki.kenburbary.com/social-meda-monitoring-wikihttp://wiki.kenburbary.com/social-meda-monitoring-wikihttp://wiki.kenburbary.com/social-meda-monitoring-wikihttp://www.web-strategist.com/blog/2007/02/12/list-of-white-label-social-networking-platforms/http://www.web-strategist.com/blog/2007/02/12/list-of-white-label-social-networking-platforms/http://www.web-strategist.com/blog/2007/02/12/list-of-white-label-social-networking-platforms/http://www.web-strategist.com/blog/2007/02/12/list-of-white-label-social-networking-platforms/http://www.web-strategist.com/blog/2007/02/12/list-of-white-label-social-networking-platforms/http://www.web-strategist.com/blog/2007/02/12/list-of-white-label-social-networking-platforms/http://wiki.kenburbary.com/social-meda-monitoring-wikihttp://wiki.kenburbary.com/social-meda-monitoring-wikihttp://wiki.kenburbary.com/social-meda-monitoring-wikihttp://www.edelman.com/trust/2010/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://www.web-strategist.com/blog/2009/03/15/spec-work-here-to-stay-but-not-for-everyone/http://andrewkeen.typepad.com/http://twitter.com/jowyang/status/17245161756http://crowdfactory.com/http://crowdfactory.com/http://www.crimsonhexagon.com/home/http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management/http://www.web-strategist.com/blog/2010/03/05/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management/http://www.web-strategist.com/blog/2010/05/22/list-of-social-inbox-aggregator-sia-providers/http://www.web-strategist.com/blog/2010/01/19/a-collection-of-social-network-stats-for-2010/


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5. Risk of

overhype

Fast growth, consumer adoption

and celebrity adoption of these

tools has lead to a media frenzy.

Yet this space can quickly get

overhyped as small changes in

Facebook features yields huge

news coverage.

Perspective is lost when weve

over focus on the disruptions

from such simple technologies.

If theres excess hype, then

there will be a continued flood

of investor money spurringmore cloned companies

exasperating the situation.

Decision makers should focus on

business needs and business goals

before succumbing to the latest

headlines about Facebook changes

and look at the long term aggregate

view. Use data to construct a long

term view.

6. Lack of

qualified

talent

Finding the right talent is a

challenge. For example, within

the corporate space, companies

have only been adopting these

tools with great fanfare for a

few years (Scoble, being one of

the starting block at Microsoft in

2006-2007)

Companies are ill-equipped to

take advantage of this fast

moving pace. As a result, while

those with experience and

talent will quickly find an

increase in salary, the demand

for recruitment will result in a

lot of job hopping.

Time will slowly give experience to

this budding industry, its not

something that can be rushed. Yet

professionals should continue to

tap into education, blogs, books

and conferences to stay abreast.

This is an opportunity for

publishers, educators, conference

creators, and existing experts. See

this list of those in these rolesincorporate now.

7.

Measurement

elusive

While engagement (the

interaction) of these tools and

technologies is high, its not an

effective form of measurement.

Secondly, while the interaction

is high, its been difficult to tie

back to commerce.

While its easy to measure

pokes, RTs and likes, they dont

tie back to true business

measurements or KPIs.

Companies want more fans for

their Facebook page but arent

sure why. As a result, efforts

will spin focused on less

meaningful metrics without aclear impact to business.

All companies and professionals

should measure their efforts based

on business objectives. In our

latest report onsocial analytics,

weve categorized this into 4 major

areas: learning, dialog, supporting,

and innovation. Then, you can

work withbrand monitoring

vendors, insight vendors, and

eventually business intelligence

software vendors. Lastly, werehosting aconference on social

commerceto tackle many of these

issues head on.

8. Disparate

Data and

IrregularStandards.

There are many vendors that are

constructing their own systems.

Each social network has their

own API, and despite efforts tobring standards, the fast moving

landscape makes it difficult

While the cultural impacts have

been severe for many

companies, gluing together

ever-changing data sources

creates confusion. As a result,

data will end up in silos that theCTO will have to glue together

later, as well as the ever

constant management of data

formats.

Although foundations have been

setup to leadOpenSocial, there are

other vendors like Gigya and

Janrain are starting to provide

technology that can manage the

multiple identity systems. Expect

new tools like Social Inbox

Aggregators to start to fuse

information into one place, and

eventually passing to Business

Intelligence systems.
http://www.web-strategist.com/blog/2010/01/30/list-of-corporate-social-media-strategists-in-2010/http://www.web-strategist.com/blog/2010/01/30/list-of-corporate-social-media-strategists-in-2010/http://www.web-strategist.com/blog/2010/01/30/list-of-corporate-social-media-strategists-in-2010/http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.riseofsocialcommerce.com/http://www.riseofsocialcommerce.com/http://www.riseofsocialcommerce.com/http://www.riseofsocialcommerce.com/http://www.opensocial.org/http://www.opensocial.org/http://www.opensocial.org/http://www.opensocial.org/http://www.riseofsocialcommerce.com/http://www.riseofsocialcommerce.com/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/06/26/matrix-brand-monitoring-social-analytics-social-insights/http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/http://www.web-strategist.com/blog/2010/01/30/list-of-corporate-social-media-strategists-in-2010/http://www.web-strategist.com/blog/2010/01/30/list-of-corporate-social-media-strategists-in-2010/


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9. Cultureshift creates

an internal

rift inside

institutions.

For nearly every institution, this

has caused an internal cultures

shift. A few reasons: Power has

shifted to the participants andcompanies realize they must

now participate. The always-

on mode means that business

doesnt stop at office hours, and

now employees can choose the

technologies to be used over the

CTO.

As a result, companies are

struggling to get organized

internally, and formerly silod

groups (like Marketing andSupport) must come together to

support the same customer.

Furthermore companies who

stem from command and

control must give way

toanarchist Cluetrain talkin

order to stay relevant.

The biggest opportunity is for

internal evangelists and change

management teams to lead the

charge. However they wont do it

alone as analyst firms will provide

education and guidance and anemergence of new types of

consulting agencies likeDachis

Group,Ants Eye View, will enter

the fray along with traditional

agencies like Organic, Razorfish,

Ogilvy, and Edelman. They wont

be alone as consulting firms like

Deloitte and McKinsey will quickly

come on board.

10. Privacy

Woes scare

companies

and

consumers.

As more individuals share

information the greater the risk

that this content can cause harmby malicious parties.

Furthermore the more brands

use this data to do accurate

marketing, the fear of big

brother will increase.

Facebook is the most telling

example, as information that

was first promised to be justfor your friendscontinues to be

more open.As they slowly shift

towards a more open model,

you can see the reactions from

consumer, press and media.

Over time, society will start to

normalize (look at Generation Ys

openness) and sharing will often bea default norm. Expect services to

emerge that will remove and hide

information from the internet in

order to keep consumers safely

tucked away.

The savvy corporate social strategist will recognize the many business opportunities and models this list offers.

1. Integration. Becoming a "social business" (meaning true participation as opposed to leveraging social media asa new form of marketing) can impact nearly every function of a business

2. Governance. Many organizations now understand that anything that can and will be said about them on theinternet will be. The good, the bad, the ugly. And this includes content produced not only from the general

public, but also from internal constituents such as employees. Organizations will not only need to begin

actively listening so that they are in the know, but they will need rules of engagement for how they deal with

multiple types of scenarios from responding to a compliment to dealing with a detractor to following up with

an employee who just posted something inappropriate or sensitive.

3. Culture. All organizations fall somewhere on a spectrum of being "open" or "closed" meaning that they areeither more transparent with how they operate and collaborative or they hoard knowledge internally.Organizations have the potential to benefit from embracing customers and employees in new ways, but will

have to manage it intelligently and with purpose.

4. Human Resources. In order to transform from a business to a social business, companies are going to have toupgrade their HR protocols, as well as legal.

5. Measurement & ROI. Every organization will continue to struggle with measuring results and reporting ROI.Because social business is enabled by technology, it is by definition measurable. However, tying it to realizedrevenue or savings becomes more of a challenge.
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